The project aimed, in addition to create a visual identity that communicated with the multidisciplinarity of its target audience, to bring research data that supported and assisted the structuring of the brand as a whole, it brings the strategic aspect of design, which in essence must have "form and function", it must be visually pleasing and also have a purpose or solve a problem.

The main challenge was to combine the attributes of the brand's personality, discover the essence, define messages that made sense to the target audience and at the same time find visual solutions that would bring differentiation from their competitors.​​​​​​​