Colombia is a country with more than 8 million independent, entrepreneurs and small businesses that every day boost the economy of an entire country with their ideas and dreams. In our blood we have the desire to create and have our own businesses to be more prosperous. The problem is that it is a job that, although it represents a high percentage of the GDP (Gross Domestic Product) of the country, is often an ungrateful job, little recognized and little supported by the government.

The Association of Entrepreneurs (AdeE) is a unique association never seen before in Colombia that brings together entrepreneurs in the country to give them a voice and representation before different government and private entities. AdeE seeks to resignify and support the work of Colombian entrepreneurs who, with their vision and work, drive the growth of an entire country. Thanks to an exclusive community of support, collective knowledge, content and learning where everyone participates with tutorials, events, courses, talks and exhibitions. Giving access to a non-profit network that unites with honesty and transparency. Thus connecting a wide and versatile network of various sectors and becoming an exclusive seal of quality and an endorser that gives and connects different parts.

For AdeE we created a whole brand universe and a visual system that was born from the initials of the name (A, D and E) to graphically demonstrate the diversity and unique aspects of each entrepreneur. Regardless of the type of business, each entrepreneur should feel welcome. We gave life to a modular and versatile brand that allows us to build unique deliverables thanks to its different elements. We seek to emphasize the human aspect behind each business with warm and close photos. Likewise, we created a graphic element of the raised line not only in the logo, but in any type of text that is used, not only to emphasize words, but also to allude to the growth and elevation that every entrepreneur naturally has and power thanks to belonging to the Association.

A colorful and full of life brand that moves away from institutional brands, unions or traditional associations, which can be boring or very serious and steps away from the creative and expressive essence of Colombian entrepreneurs.

The path of entrepreneurship is fluid, changing and full of movement. That is why the brand had to reflect this and manage to create a close community where everyone feels welcome.