Centro de Carreira da poli

How can we create a visual identity that connects Poli’s tradition with the professional future of its students?

Areas of expertise

Visual identity
Brand architecture

Brand guidelines
Visual communication guidelines

The project

The Poli Career Center is an initiative of the Amigos da Poli Endowment Fund. Our challenge was to create a visual identity capable of translating this purpose, connecting the tradition and recognition of Poli-USP with a language that feels close to students and aligned with the different experiences offered by the Center.

The brand was inspired by Minerva, a symbol of wisdom, intelligence, and strategy associated with Poli. Based on this reference, we developed an identity that combines traditional elements, such as the shield and helmet, with a modern and versatile graphic language.

We also created a sub-brand system for the Career Center’s six programs, each with its own symbol and color palette, giving every initiative its own personality while maintaining the visual unity of the master brand.