Client
Afeka College
Industry
Education
Skills
brand_strategy | visual_identity
Engineering a brand
As the scope of engineering expands to different branches, it’s safe to say that it is in everything that makes our modern lives. And yet, there’s something about engineering that remains distant and vague, emptying it from the meaning has in our day-to-day. It might sound technical, complex and cold. Afeka Academic College in Tel Aviv is a leading engineering academy, and upon pursuing to revamp the academy, turned to us to take it much further – and reestablish their brand. We knew from the start that the matter at hand is breaking down the meaning of engineering, so we can truly grasp it.
ImEngine all the people
We kicked off the project with strategic research to assemble a differentiating brand strategy. The distance we’ve mentioned earlier was a good starting point to crack the conflict code and find the core of the branding challenge: our mission is to bridge the gap between Afeka, a synonym of engineering, and people – and by doing so, bringing together engineering and everyday life, comfort, human capability and impact. The brand positioning is EMPOWERING ENGINEERING. It promotes engineering a holistic, pragmatic, creative and multidimensional field, that sees people for their interpersonal and professional skills. The impact ripples from within out, back in. The brand essence is BEYOND THE OBVIOUS, to set Afeka as much more than an academy that allow its students and staff do way beyond.
Engineer a change
We went on to design Afeka’s visual identity, starting with the logo. Next to the brand name appears a sort of a semicircle made of green lines stretching outwards, life five fingers or rays, with one of them stretching further. This visual balances the idea of empowerment inside out, and beyond the obvious. We’ve also crafted a stamp for the academy, icons and illustrations that help capture its spirit and bridge the gap between engineering and people.
The brand’s color palette includes black, white and green as main colors, and a dirty blue and neon green for secondary colors. The photography language focuses on students alone, work environment and photos that show the types of industries of engineering. Afeka Academic College has reemerged as a leader that changes people lives in an empowering way, and beyond the obvious.
