Educating the next generation of entrepreneurs
Brand Identity for Junior Achievement Portugal
When is the right time to start a business? Better yet, what does it take to be a successful entrepreneur? The world is filled with aspiring entrepreneurs — people who believe they have what it takes to launch its idea and build it into a profitable business. Sadly, while anyone can start a business, not everyone will succeed. Fortunately, Junior Achievement, the world's oldest organization for entrepreneurship education, helps entrepreneurs from a young age prepare for life by focusing on three main pillars: Entrepreneurship, financial literacy, and career readiness.
Present in multiple countries around the world, in Portugal, Junior Achievement was established in the early's 2000 to continue its mission of empowering young entrepreneurs in Portugal through programs implemented in schools. These are adapted to school levels and age frames in partnership with volunteers from companies or teachers and focused on developing creativity and a sense of initiative through a trans-disciplinary approach. When we met them, Junior Achievement Portugal was passionate about their cause yet less clear on how to share its message with all the scholarly community. So we teamed up to help them redesign the visual and verbal identity that could reflect their mission and spirit.
Starting young: developing a culture of entrepreneurship.
The solution was to start by defining the brand positioning and its language. After aligning the strategy and positioning, we focused on the visual direction. As a brand with young people and education at its core, we ended up expressing the J.A.P in a minimal feeling with an emphasis on typography and diverse colors. We also found new tools to visualize the brand. It was designed unique elements and visuals that could mirror movement and change. The whole system was designed in the downward, upward, and steady movement of the triangle shape, referring to the process of reaching the goals. The color palette and doodles were used to convey the diversity of learning and life paths.
With this new redesign, Junior Achievement Portugal is on its way to fulfilling its mission – to provide access to the development of an entrepreneurial attitude and mentality in young people – and to engage them in the creation of new ideas and solutions for society.
