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FIA

Knowing in order to act, acting in order to impact.

Creation, Strategy, Experience, Brand

Challenge

A FIA Business School faced the challenge of to reaffirm its relevance and identity in an increasingly competitive and digitalized executive education market.. Despite its 45-year tradition and established reputation as one of the best business schools in Brazil, the brand presented... low recognition among new audiences e lack of clarity in their value proposition, with multiple fronts — education, consulting, and research — communicating in a disconnected way. The project's objective was To translate the FIA's academic legacy and technical excellence into a contemporary, inspiring, and global brand., capable of connecting tradition and innovation under the same narrative.

STRATEGY

The complete strategic repositioning was anchored in purpose.“"Knowledge in order to act, action in order to impact"”, which reconnects knowledge to practice. The new identity presents FIA Business School as a unified parent brand, integrating its different areas of activity and simplifying the portfolio architecture.

The strategy repositions FIA as a business school that transforms theory into real impact, guided by the archetype of the Magician, which symbolizes wisdom and transformation. The result is a profound, fulfilling, thought-provoking, and welcoming brand, with a unique narrative—summarized in the tagline "Those who know, lead"—that translates FIA's role as a bridge between academia and the market, between knowing and doing.

BRAND AND CREATIVE PLATFORM

The rebranding of FIA Business School was created to translate the power of knowledge into action. A modern, rational, and human brand that reflects the institution's new leadership vision, one that illuminates paths and transforms knowledge into impact.

The new brand is based on a logical and coherent structure, paying homage to the past with rounded edges and uniting all the letters with a common thread, a symbol of the constant exchange between theory and practice.

Guided by creative expressions, illuminating light, fitting logic, and a common thread, the visual universe expresses clarity, depth, and connection. The palette of greens expands versatility and renews the brand's territory, while the photography reinforces human protagonism and the transformation that arises from knowledge.

The verbal universe translates the impact of leadership. Showing that FIA brings theory into practice with the strength of those who know how to lead, the tones reflect this cause-and-effect relationship in expressions full of attitude and confidence: "Study here and lead wherever you want," "To open doors and close deals," "What we reflect on in the classroom goes out into the world," and "The knowledge of how to put it into practice.".

EXPERIENCE

Based on the evolution of FIA Business School's new branding platform, we have enhanced the entire brand experience, both for students and consulting clients.

We mapped personas and journeys, identifying pain points, barriers, and friction points throughout each stage of the relationship. In a co-creative process with the FIA Business School team, we redesigned the ideal journey, structuring key moments, messages, and touchpoints that served as the basis for the communication plan.

We identified an opportunity to build a cyclical and connected journey that goes beyond the end of the course or consulting project.

The experience now integrates students and companies, strengthening lasting bonds and forming an ecosystem of continuous learning and exchange, capable of connecting those who are near and those who are far.