A new design system for Anhembi. A new standard for the market.

The Challenge

Anhembi University has always had innovation, technology and modernity as its main attributes. It is well perceived by his students and alumni in its teaching methods. However, postgraduate communication didn't follow the same. For this reason, more than advertise the courses, it was necessary to change its perception.

The Solution

It was necessary to keep the visual codes used by the education segment to maintain the link already established with the target. We found the solution in Paul Rand's indisputable words:

"The designer must steer clear of visual clichés by some unexpected interpretation of the commonplace."

We renewed the clichés by creating modern and relevant visual representations. More than a new identity for Pós da Anhembi Morumbi, a modernized category.