Brand Context and the Need for a New Identity

Unkover is a brand produced by Nous Cims, an overarching entity composed of different areas. Within each area, various programs operate, each with its own distinct identity.

One of these is the Zing program, which focuses on providing a comprehensive approach to highly vulnerable young people. Within Zing, a Vocational Guidance axis was initiated. This axis has grown significantly over time, gaining both weight and scope of influence.

Currently, the Vocational Guidance service extends beyond the original ‘Zingers’ to include other groups, such as high school students. However, the fact that this axis lacks its own name and is still formally part of the Zing program generates confusion. This makes evident the critical need to create a dedicated brand and visual identity that can grant independence and its own entity to the Vocational Guidance axis.

Mission and Tagline

At Unkover, our core purpose is to drive transformative change, person by person, with nonconformity and commitment.

The new identity’s vocation is captured verbally by the tagline: “Descobrim propòsits” (which translates to ‘We Discover Purposes’). This phrase synthesizes, in just two words, several key personality attributes of the brand: Creative, nonconformist, approachable, brave, empathetic, facilitating, and empowering.

Creative Concept and Visual Identity

The creative proposal is fundamentally based on the concept of “highlighting”: framing, emphasizing, or delimiting what is truly essential.

The graphic system is designed to focus attention on the core subject, creating a space that invariably puts people at the center. Through this structure, the brand aims to underline the relevance of individuals, giving them the prominence they deserve.

The logo incorporates the parentheses concept within the letter ‘O’ of the word (the central letter) to serve as the concept vehicle for the idea of highlighting and protecting the users. This central graphic device acts as a visual embrace, clearly delineating the individual’s journey. It also powerfully conveys the notion of unity or connection between people. In the visual universe, the parenthesis becomes a dynamic element, allowing it to highlight messages in communication and merchandising.

Ultimately, the visual identity is conceived as an inclusive space. Here, the graphic system does more than just communicate; it also highlights the connection between individuals and emphasizes what makes each person unique. The overall objective is to generate a direct interaction between the user and the brand, fostering a powerful sense of proximity and empowerment.