Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
Sendera, until then called Nuevos Caminos, was celebrating its 40th anniversary. After many internal changes and the closing of a stage, it needed to rethink its image, with the aim of renewing itself towards a young audience, with which until then it had not managed to generate a link, and without moving away from the more senior consolidated audience with which it had already had for years. A change that would somehow maintain its essence.
We started the path
To carry out the project in the best way, we started by doing a complete positioning analysis, making clear WHAT Sendera does, HOW it does it and above all, WHY it does it. With the purpose of the brand always at the center of the strategy. We also understood its audience and how to behave with them. Once we understood the brand in depth we started with the process of changing the corporate identity.
The fact of changing the name of an NGO with more than 40 years of experience, which was innovative, but not completely detached from what we had experienced so far. Thus, we decided to keep two elements of the previous brand: the color orange and the essence of the name. Sendera maintains the essence of the "path" since it means "path" in Catalan. The name leads us to think that we are talking about a path, but in feminine. The importance and role of women in the organization reinforced the feminine ending of the wording.
We visualize the road
And we communicate all this through our logo.we incorporate a custom "S" that speaks of the path, the road that begins and takes different directions to reach the goal.there are curves! the road continues to peek out from under the letter "n", generating new opportunities and generating happiness.that's why its shape reminds us of a smile. We close the logo by adding a dot that refers to the goal, as well as to the seed that the organization sows to continue opening new paths.
Into the digital world
This whole universe had to be reflected in the digital environment, where we work to meet all the needs of our clients.
