Rebrand Next Mosebetsi o ka Sehloohong: Ho theha Letšoao by Eluan Araujo

Rebrand Next Mosebetsi o ka Sehloohong: Ho theha Letšoao by Eluan Araujo is a highly esteemed winner of the very prestigious 2026 Moputso oa Boronse oa A' Design Award in Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono Competition Category.

BoronseKerafikhe· 2026

Rebrand Next Mosebetsi o ka Sehloohong: Ho theha Letšoao

by Eluan Araujo

Client: Ash Studio

Moputso oa Boronse oa A' Design Award Winner in Kerafikhe Category

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Verified Award Winner
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Colors

The Design

About Rebrand Next Mosebetsi o ka Sehloohong: Ho theha Letšoao

Sengoloa sa Buka: Morero ona o hlahisa tsamaiso ea boitsebahatso ba pono e etselitsoeng ho emela ho phelisana le ho tsoela pele lipakeng tsa meloko e fapaneng ka har'a maemo a arolelanoang a setsi. Tlhahiso ena e thehiloe holim'a sebopeho se hlakileng le se arohaneng sa jeometri se lumellang tšebeliso e feto-fetohang ha se ntse se boloka ho lumellana ha pono. Letšoao le kopanya bonolo ba sebopeho le botebo ba tšoantšetso, le lumella ho ikamahanya le mefuta e mengata le bamameli ba fapaneng. Sephetho ke boitsebahatso bo tšoarellang le bo sebetsang bo loketseng libaka tse hlokang tekano lipakeng tsa ponahatso ea sejoale-joale le moetlo.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Rebrand Next Mosebetsi o ka Sehloohong: Ho theha Letšoao ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Rebrand Next Mosebetsi o ka Sehloohong: Ho theha Letšoao e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Rebrand Next Mosebetsi o ka Sehloohong: Ho theha Letšoao e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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.