—Innuba

Positive futures from a complex present

2024 Brand Identity Graphic Language Iconography User Interface

Innuba tackles complex challenges related to strategic consulting and the design of products and services and impactful narratives. They contacted Paseo to update their brand identity and expand their visual language to adapt it to their new communication objectives.

We began researching based on their slogan «Futuros positivos desde presentes complejos (Positive futures from a complex present),» in a search for a symbol to represent the positive futures they seek. After analyzing their wide variety of projects and different methods, we decided to focus on graphically representing their values, the backbone of their work process, instead of focusing on the result.

This is where the six symbols that represent their six principles come from: Connections, positive impact, listening, future vision, cultural transformation, and lucidity and boldness. We also marked a graphic line so they can create different icons to support their messages over the course of their communication and projects.

With corporate aquamarine as the base, we broadened the color palette, making it brighter and more saturated for a more contemporary and diverse palette.

Combining symbols, colors, and the new typographic palette allowed us to create a visual language that takes the brand’s footprint beyond the logo.

For the website, we designed a system of components so that Innuba and its digital partner could fully develop the corporate website.