Strategy
In the diagnostic phase, we conducted numerous interviews with teachers, students, and staff, in addition to carrying out an in-depth audit of the education market.
Our findings indicated that PUC-Rio is a welcoming and challenging place. Believing in learning through practice, it extends beyond its walls with projects ranging from underprivileged communities to business challenges for large companies. Its campus is a meeting place for people and knowledge, functioning as a space that challenges everyone to rethink their place in the world.
In this way, we co-created a reflective, creative, welcoming, and courageous brand whose purpose is "Welcoming People, Expanding Knowledge, Flying Higher." Its experience is based on hands-on teaching with an interdisciplinary journey, creating a vibrant campus for the entire PUC-Rio community. And its communication must resonate with all its audiences. From students to partner companies, it is necessary to stimulate the creation of new solutions for the challenges of the 21st century.
Visual Universe
Following a meticulous internal update of the coat of arms by the PUC-Rio team, the need arose to create a visual universe that would resonate with the university's tradition and reputation, while also reflecting the lightheartedness and youthful spirit of Rio de Janeiro.
The wings and the inscription “Alis Graves Nil” (Latin for “with wings, nothing is heavy”) present in the coat of arms were the starting point for this new visual universe. From the symmetrical and arched movement found in the scroll (the band where the motto is written), we developed a series of graphic elements that evoke wings and the movement of flight. These graphic elements, when repeated, give rhythm and dynamism to the visual language.
The color palette was carefully created by combining reinterpreted shades from the coat of arms with the colors of the four student centers and their respective graduation sashes. The result is a diverse, vibrant, and versatile palette.
The photographs of PUC-Rio portray the campus as a vibrant and welcoming place, showcasing the entire community involved in the university, the hands-on learning, and the personal fulfillment of each individual.
Each element of the visual universe was designed to be used flexibly. From a more institutional language, with the expanded coat of arms and official colors, to a more dynamic approach, with vibrant graphics and colors, perfect for communication, campaigns, and social media.
Verbal Universe
To support strategic reflection, we developed a Verbal Universe that reaffirms the experience of living an interdisciplinary journey. We challenged the limits of our voice to raise the tone of the Brand with boldness and impact. Thus, a communication emerges that speaks with welcoming Dialogues, inspires boldness, and has a practical impact. This is how we encourage our talents and awaken curiosity to converse with society in a practical, inspiring language that fosters respect for harmonious coexistence.
