Client:
CALI CHAMBER OF COMMERCE
Year:
2019
Country:
COLOMBIA
They requested us to raise the concept of visual identity for the most successful and powerful program that the Cali Chamber of Commerce has for incubating enterprises with accelerated, sustained, and profitable growth.
Coming up with a solid, simple, recognizable concept that sticks in people’s minds. Something everyone can get behind, sparking some serious thought without shutting down their viewpoints.
We focused on completely transforming the way of addressing potential entrepreneurs who could be part of the project. The organization had been approaching them with an institutional tone. Although the message used a challenging style, it easily and quickly vanished because of the type of information provided, so they ended up ignoring it.
Finding the concept of the project was not an easy task. The typical communication of the organizations influenced our ideas since we kept in mind the continued exaltation of success, constant and boring flattery. That is why, inspired by Foucault and, of course, Erasmus of Rotterdam (Writer of the book with the same title of the concept), we bet heavily on a concept that will celebrate more than a constant, unstoppable, stubborn, and foolish enthusiasm, which are the main trait of those who decide to become in entrepreneurs.
For this reason, we did not find another perfect meme to describe Eureka’s momentum. At the same time, the excitement of proposing to the Cali Chamber of Commerce that its entrepreneurs were crazy, but that is precisely what we want to praise: Their madness.
First, we use a vibrant, restless, and mind-blowing color palette. It comes from the gray colors, corporate tones to which they are accustomed. Second, we unconventionally named the palette to inspire the designers and the internal team of the Cali Chamber of Commerce and design a much more fun brief that opened fresh conversations and emphasized the intention that the Valleimpacta brand would have from now on.
We found a simple but powerful element that allowed us to create an identity and a concept that supported the idea of a constant movement: Adrenaline. Restless, moving, unstoppable… even double reading, because some understood the imprecise movement given by the graphs of growth and results of these entrepreneurs, who have so often risked building their foundations.
We selected a typeface for the titles with a broad set of characters, which allowed us to switch the form constantly without losing the identity. We accompanied it with a quieter and more contemporary typography that allowed us to write texts, headline and create less extravagant content.
In charge of the in-house of the Chamber of Commerce, with the agency Reinvent and Trademark subsequently, the project implementation ended up being a success. High-quality images, powerful, inspiring messages, and a large-scale deployment gave it a finishing touch to one of the most interesting visual identity projects we have tackled.
We completed the concept to its last steps. It was diplomas and travel logs of the project. The whole process remained in a brand book which presents in all detail how to implement it.
