Placing the perception of the future at the heart of the reflection on brand identity

The rebranding process of the Benjamin Franklin International School I worked on an identity consultancy, in which workshops were organised on the internal perception of the brand and the human component of the institution, highlighting in all its speeches the quality of human relations in the community. This was followed by a brand purification exercise. Part of the brand reflection process is conveyed through future perception workshops, led by Manuela Procopio, which generate different scenarios where the institution and representatives of the community can make decisions. The challenge of the visual identity was to achieve a profound relationship between a contemporary Anglo-Saxon universe (with references such as Paul Rand) and a deep investigation of the typography of the United States in the boom of communication in the industrial era and serif typefaces. Graphically, the result is a very open and transparent identity, with a constant balance between all the elements and with a high capacity to be dynamic and to be able to break away from the more normative canons of communication in the educational sector. It also conveys the brand’s manifesto, positioning, vision and missions. Benjamin Franklin International School now explains itself in a unique way: through its essence: The school where any dream is possible.