Eluan Araujo · CLIENT: Ash Studio
This project presents a visual identity system designed to represent coexistence and continuity between different generations within a shared institutional context. The proposal is based on a clear and modular geometric structure that enables flexible application while preserving visual consistency. The symbol combines formal simplicity with symbolic depth, allowing adaptation across multiple formats and audiences. The result is a durable and functional identity suited to environments that require balance between contemporary expression and tradition.
Press Kit
- Unique Properties
- The project presents a visual identity system that translates continuity direction and belonging through a unique symbolic solution. The integration of the letters N and X creates a modular sign representing collective movement and generational evolution. The system allows adaptations without compromising visual consistency making the identity flexible contemporary and enduring across multiple contexts.
- Dimensions & Packaging
- The identity was developed as a modular vector based system built on a rational geometric structure and principles of harmonic proportion. The elements maintain clarity and recognition across different scales and media. The system includes responsive variations grid specifications color standards typographic hierarchy and guidelines for digital print event and signage applications.
- Tags
- branding, graphic design, visual identity, rebranding, youth, contemporary, modular system, symbol, logo, institutional
- Production Technology
- The development involved hand drawn sketches geometric studies and progressive digital refinement. Multiple monogram configurations were tested before defining the final structure. Vector construction ensures precision scalability and consistent reproduction. The system replaces a previously generic symbol with a proprietary identity designed for long term visual longevity.
- Design Challenge
- The primary challenge was balancing the expectations of three distinct audiences teenagers shaped by post 2010 digital culture young adults influenced by early 2000s references and leadership grounded in traditional values. The identity needed to feel contemporary without alienating institutional expectations. This required a restrained yet expressive visual language resulting in a system that achieved cross generational acceptance and reinforced cultural relevance.
- Project Duration
- The project was developed between March and April 2024 in Curitiba, Brazil.
- Operation Flow
- The visual system operates in a clear and intuitive way enabling immediate recognition and consistent use. Its structure allows subdivisions for different groups age ranges and activities while maintaining visual unity. Audiences interact through simple visual cues while leadership benefits from easy application and cohesive communication.
- Research
- Research type qualitative and comparative. The objective was to understand generational visual perception. Methodology included cultural analysis visual benchmarking and symbolic mapping. Data was collected through literature review visual audits and group observation. The result was a modular system with improved cohesion relevance and communication sustainability.
- Inspiration
- This project emerged from the need to create a visual identity capable of representing two distinct generations within a shared institutional purpose. The inspiration came from observing how teenagers and young adults relate to symbols identity and belonging. The goal was to build a visual language that respects cultural and behavioral differences while reinforcing unity and collective continuity.
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