Decelera: Redefining Startup DecelerationA Symbolic Pause in the Startup Journey
Movement during a pause is Decelera’s inspiration. From the standpoint of physics, force is the cause or action that can modify an object’s state of rest or movement; this was the starting point to create the main communication vehicle: a totem that represents a parenthesis or pause in movement, like the force that can reduce velocity or overturn inertia.
The rebranding and renaming for Menorca Millennials—the first startup decelerator—focused on the main program that takes place in different natural sceneries around the globe. This proposal showcased the company’s values (deceleration, human factor, and community) through a flexible and organic (movement) visual system. At its communication core, a totem symbolizes the event as the pause taken in the workflow with a startup to slow down, reflect, and move forward to the startup’s goals.
Decelera is a decelerator that uses events and social media as the basis for their communication system. Their audience is composed mostly of startups and investors.
The project started in November 2018 and finished in December 2018 in Mexico City. The design team, consisting of Daniela García, Alejandro Rojas, Alejandro Tapia, and Brenda Márquez, collaborated to bring this concept to life.
The identity is based on the concept of “Movement in Pause”. The briefing stated that the startup-deceleration program was the company’s main communication goal. Round parentheses, almost closing a full circle, refer to the moment when consciousness is free and the mind is ready for creation. This symbol repeats, rotates, and multiplies, resembling movement as the identity’s core guideline. Its functionalist personality fulfills online and offline demands, while its warmth feature supports the project’s ideals: deceleration, human factor, and community.
Decelera and MANADA Architectural Boundaries hold the intellectual property rights for this design, which was awarded Bronze in the A' Graphics, Illustration, and Visual Communication Design Award in 2019. The Bronze A' Design Award is bestowed upon outstanding and creatively ingenious designs that authenticate experience and resourcefulness. Esteemed for incorporating best practices in art, science, design, and technology, they exhibit strong technical and creative skills and contribute to quality of life improvements, making the world a better place.
Project Details and Credits
Project Designers: MANADA Architectural Boundaries
Image Credits: MANADA Architectural Boundaries
Project Team Members: Daniela García, Alejandro Rojas, Alejandro Tapia and Brenda Márquez
Project Name: Decelera
Project Client: MANADA Architectural Boundaries