Rebrand Next Primary Function: Branding by Eluan Araujo

Rebrand Next Primary Function: Branding by Eluan Araujo is a highly esteemed winner of the very prestigious 2026 A' Design Award Perunggu in Grafis Competition Category.

PerungguGrafis· 2026

Rebrand Next Primary Function: Branding

by Eluan Araujo

Client: Ash Studio

A' Design Award Perunggu Winner in Grafis 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: Branding

Book Text: Proyék ieu nampilkeun hiji sistem identitas visual anu dirarancang pikeun ngawakilan hirup babarengan sarta kasinambungan antara béda-béda generasi dina hiji kontéks institusional anu babarengan. Usulanana dumasar kana struktur géométri anu écés sarta modular anu ngamungkinkeun aplikasi anu fléksibel bari ngajaga konsistensi visual. Simbol ieu ngagabungkeun kasederhanaan formal jeung jerona simbolis, ngamungkinkeun adaptasi dina rupa-rupa format jeung panongton. Hasilna nyaéta hiji identitas anu awét sarta fungsional anu cocog pikeun lingkungan anu merlukeun kasaimbangan antara éksprési kontémporér jeung tradisi.

The Recognition

About the A' Design Award Perunggu

Rebrand Next Primary Function: Branding mangrupa juara A' Design Award Perunggu, pangakuan anu pohara bergengsi anu dipasihkeun ka desain unggul anu dicirikeun ku kréativitas, kacerdikan jeung kawaspadaan. Para juara Perunggu téh artéfak anu lobaan kaahlian jeung kréatif pisan anu ngabuktikeun pangalaman anu lega, imajinasi jeung kacerdasan para désainerna. Rebrand Next Primary Function: Branding diharepkeun jadi objék anu dihargaan, dikagumi jeung dipikanyaah anu profésional jeung inovatif. Desain juara A' Design Award Perunggu ieu ngalebetkeun prakték pangalusna dina seni, élmu, desain jeung téknologi, sarta unggul dina perhatian kana détail. Rebrand Next Primary Function: Branding minuhan kabutuhan kalayan éndah, nyentuh kahayang, nyenangkeun rasa, jeung narik rasa panasaran.

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.