Evoluwe: A Branding Project Reflecting Collaborative Evolution

Jonathan Andrade's Award-Winning Design Emphasizes Shared Progress

The Evoluwe project was inspired by the idea of continuous and collaborative evolution. The symbol design for the consulting firm utilized the company's initials "E" and "W" in a distinctive manner, along with three essential moments that define their consulting process. The letter "E" signifies evolution, denoting growth, transformation, and development. The inclusion of the word "we" underscores a shared evolution, one in which progress is made together.

What sets the Evoluwe branding project apart is its collaborative nature. Developed from inception to completion with active participation from both the company's owner and its clients, the project carries the company's brand purpose and essence right from its initial stages. This collaborative approach makes the project even more special and unique.

To ensure the new brand name aligned with the target audience's expectations, Andrade conducted a survey among the founder's primary clients. Data collection was a crucial step in the validation process. The brand creation process followed the golden ratio methodology, which ensured consistency across digital and physical materials while enhancing the brand's visibility and integrity.

The Evoluwe brand essence portrays an entrepreneurial woman in the consulting industry, a field lacking a passionate professional company in the founder's locality. Evoluwe aims to simplify the process while sparking the curiosity of local businessmen and women about agile methodologies and co-creation. Clients are involved in decision-making and creative processes from the initial contact, becoming key collaborators in their business's evolution.

The project started in December 2021 in Brazil and finished in April 2022. The company aims to establish itself as a provider of innovative and reliable customer service solutions. The survey aims to gather feedback on the name, including its appeal, memorability, and associations with the brand's mission and values. The results showed that the name "Evoluwe" is generally well-received by the participants, with the most common associations being innovation, growth, and evolution.

The hardest part of the design process was creating the naming. However, this was overcome with naming research and collaboration on the project with the owner and her clients. In the end, having a solid name that represented the company in its essence, made the inspiration flow. The design was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2023, a testament to its outstanding expertise and innovation.