2022
Academia Ten
A young and spirited initiative.
In close collaboration with the brand's founders, I have developed a new communication strategy and visual identity that met the brand’s social mission whilst keeping a playful and youthful tone.
Academia Ten is an educational project which is complementary to school that offers personalized scholar follow-up and activities promoting school success, development, and social integration of children and teenagers from different socioeconomic contexts. This brand has a unique approach in the sense that they aim to have students from different socioeconomic backgrounds in equal proportions. Academia Ten believes in building new relationships in society and deconstructing prejudices; creating opportunities for the most disadvantaged, and helping them climb the social ladder; and lastly focusing on quality and service excellence, which is the same for everyone.
type
Freelance
industry
Education
capabilities
Art Direction / Brand Design / UI
video
Sport TV Portugal
feedback from the client
I had the opportunity to collaborate with Inês on three different projects, and her contribution was extremely relevant. I thank her for her involvement and enthusiasm throughout the process and for the seriousness and rigor when delivering the various pieces. Particularly in the case of Academia Ten, the new identity has been highly praised and is already gaining a greater presence amongst our students and families.
Pedro Rocha e Melo | Founder & Director
process snapshots
In order to develop a relevant communication line, I started by identifying the goals of the project, gathering information on the client, and understanding the consumer and the market. After some brainstorming, drawing mindmaps, and mood boards, we agreed on a functional and visual direction to follow, which was tested by users and validated by the client.
defining a clear narrative and purpose
We started by defining a communication strategy and establishing an emotional connection with the audience. We answered a universal six-question brand model that enabled us to begin to define the Fused brand: Why are we here? What do we do and how do we do it? What makes us different? Who are we here for? What do we value the most? What's our personality? Our ambition (bonus statement).
Branding in five and a half steps - Michael Johnson
tag-line
Defining the brand's tag-line was all about finding a short and impactful sentence that is easy to memorize and that would represent the brand as a whole (it is very close to the answer to the "Why are we here?" in the previous step).
logo design
The premiss for designing Academia Ten's logo was that it had to appear human and socially inclusive. Knowing one of the best ways to express inclusivity is to use the 6 colors of the rainbow and the pride flag, I have made. few iterations on a logo that accommodate all 6 but still work on black-and-white applications. Also, the logo now has a horizontal, and square version so it can easily adapt to any format.
visual identity
Academia Ten’s brand identity is now built on a system of six bright and lively colors, that aims to express the brand’s personality as youthful and socially inclusive. The brand guidelines are easily adaptable to different applications, counting on several new assets that differentiate the academy and inject some life into its communication both offline and online, such as social media and the new website.