Global Paths – ”Searching for meeting points” is a new initiative by the Luksic Foundation in collaboration with Luksic Scholars. It is conceived as a space to foster academic debate, exchange ideas, and dialogues on governance and public policies, gathering national and international experts.
Our challenge was to develop a new brand identity for Caminos Globales, to be launched alongside the project’s inaugural event. The new branding needed to be applied across digital and audiovisual platforms, as well as in environmental graphics to bring the event to life.
To conceptualize the brand, three key concepts were defined: dynamic, inspiring, and academic excellence, aiming to promote broad participation and stimulate debate and dialogue. Additionally, the brand had to capture the agility and movement of the global world, so part of the strategy was to use visual elements that conveyed movement, synergy, and connection.
Part of the assignment was also the design of two short videos for the launch. The first upbeat and inspirational video was to raise awareness of the purpose of Global Pathways; to open and connect pathways. While the second, more conceptual and brief video was designed to introduce the event’s keynote speaker, Ngaire Woods.
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