The Challenge:
The challenge was to build the brand identity for Grupo Proesa, a new strategic alliance of independent entrepreneurs and consultants. The objective was to position the group as a high-caliber solution for large corporations, communicating a clear value proposition: the synergy and strength of a multidisciplinary collective capable of tackling complex projects beyond the scope of a solo professional.
Process and Solution:
My process began with a deep conceptualization of the group’s philosophy. The central metaphor was the ‘V’ formation of migrating geese, a universal symbol of leadership, efficiency, and teamwork. The design challenge was to merge this powerful idea with the initial ‘P’ for Proesa. The solution was a dynamic logomark that not only visually represents the birds in flight but also forms a stylized ‘P’, creating a memorable and meaningful symbol.
The Result:
The result was the creation of a powerful and significant brand asset that provided the initiative with a professional visual identity from its launch. The logo was instrumental in generating a strong sense of belonging among its member entrepreneurs and in projecting an image of cohesion and trust to the market, facilitating the group’s initial business approaches.
Date
octubre 17, 2025
