Rebrand Next Primary Function: Rikch'ay Sutinchay by Eluan Araujo

Rebrand Next Primary Function: Rikch'ay Sutinchay by Eluan Araujo is a highly esteemed winner of the very prestigious 2026 A' Design Award Burunsi Premiu in Shuyu Kamay Competition Category.

BurunsiShuyu· 2026

Rebrand Next Primary Function: Rikch'ay Sutinchay

by Eluan Araujo

Client: Ash Studio

A' Design Award Burunsi Premiu Winner in Shuyu Category

13,468
Verified Award Winner
Verify Award Status for #167125

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Rebrand Next Primary Function: Rikch'ay Sutinchay

Book Text: Kay ruwaymi huk rikch'ay riqsichiy sistemata rikuchin, kay sistemaqa huk kikin institucional pachapi mana kikin wiñaykunapa kuska kawsayninwan hinallataq katiynintapas rikch'anchanapaq wakichisqa. Kay yuyaymi huk sut'i chaymanta modular geometrico wakichiypi sayan, chaymi mana huk kaqllachu llamk'achiyta atichin, ichaqa rikch'ay kikin kaynintaqa waqaychan. Kay unancha simple formal kayta symbolico ukhu kaywan huñun, chaymi askha formatokunapi hinallataq askha uyariqkunapi allichakuyta atichin. Chaymanta lluqsimuqqa huk mana thuñiq chaymanta allin llamk'aq riqsichiymi, chaymi kunan pacha rimaymantawan ñawpa yachaymanta chawpi tinkuyta munaq pachakunapaq allin.

The Recognition

About the A' Design Award Burunsi Premiu

Rebrand Next Primary Function: Rikch'ay Sutinchay A' Design Award Burunsi Premiu mishak kan, jatun yupaychay, kayta mana shuk shina, mushuk yuyaypi, yuyaypi shinallatak chaskik kaypi riksishka diseñukunaman kun. Burunsi mishak kashkakunaka ruray ushayta charik shinallatak mancharina mushuk rurashkakunami, paykunata rurakkunapak achka yachayta, yuyayta shinallatak ruray ushayta rikuchinku. Rebrand Next Primary Function: Rikch'ay Sutinchay sinchi yupaychashka, kuyashka shinallatak riksishka shuk ruray kanata munanku, ruray yuyaywan shinallatak mushuk yuyaywan. Kay Burunsi Premiu japishka diseñuka arti, siensia, diseñu shinallatak tekinolojíapi ashtawan alli ruraykunata tantachin shinallatak ima ukumanta rikuypi sumak kan. Rebrand Next Primary Function: Rikch'ay Sutinchay mañaykunata alli paktachin, munaykunata llankan, shunkuta kuyachin shinallatak yachayta munayta kallarichin.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
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.
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.