The starting point for the development of this brand was the verb descolar an action verb associated with the take off action of a plane, which we symbolically used as the take off to a new place in this case, a take off to a new way of learning. Following this the signature developed was “Learn on board” inviting in this way the children to visit Descolar in a way that would improve their learning and scholar performance.

The identity combined the iconic element of education, the pencil, and a plane. Because this brand targets a younger public, we devised a more figurative identity, guided by transversal simplicity to all the pieces.

We also created a t-shirt as the key element for the fundraising call to action. The shirt “Fly with no limits” symbolically intends to give wings to the little ones, from 4 to 10.

The brand materials that were created, like the shirt and the respective label, reinforces an analogy between the take off and the learning.