14K
Turning entrepreneurship into real action
Turning entrepreneurship into real action
Context
Context
In a region dominated by the traditional entrepreneurial discourse, 14K faced an unusual challenge. The organization boasted impeccable credentials: backing from the AUSTRAL University of Chile, one of the most prestigious engineering schools in the country, along with funding from CORFO. Its corporate foundation was solid, structured, and reliable.
However, this strength had turned into an obstacle. In an ecosystem saturated with incubators and innovation centers promising the same old thing, 14K needed to stand out dramatically. The crucial question was: how could they transform a proper corporate image into a creative energy that truly moved people to act?
In a region dominated by the traditional entrepreneurial discourse, 14K faced an unusual challenge. The organization boasted impeccable credentials: backing from the AUSTRAL University of Chile, one of the most prestigious engineering schools in the country, along with funding from CORFO. Its corporate foundation was solid, structured, and reliable.
However, this strength had turned into an obstacle. In an ecosystem saturated with incubators and innovation centers promising the same old thing, 14K needed to stand out dramatically. The crucial question was: how could they transform a proper corporate image into a creative energy that truly moved people to act?
In a region dominated by the traditional entrepreneurial discourse, 14K faced an unusual challenge. The organization boasted impeccable credentials: backing from the AUSTRAL University of Chile, one of the most prestigious engineering schools in the country, along with funding from CORFO. Its corporate foundation was solid, structured, and reliable.
However, this strength had turned into an obstacle. In an ecosystem saturated with incubators and innovation centers promising the same old thing, 14K needed to stand out dramatically. The crucial question was: how could they transform a proper corporate image into a creative energy that truly moved people to act?
When analyzing the communication of similar innovation hubs, we noticed “institutional backing must be serious and corporate to build trust”, but from our perspective, this was nothing more than a myth. This belief had crafted a predictable identity that failed to emotionally connect with entrepreneurs.
The magical element was when we discovered their unique capacity to be a new creative energy from the corporate world. They weren't an impromptu startup or just another bureaucratic governmental entity. They were something entirely different: a spark of transformation combining institutional solidity with a cool vibe yet absolutely focused on important goals.
This revelation uncovered that 14K had the power to be an infectious energy. Their true value extended far beyond their credentials, as it was about their ability to make ideas truly happen.
When analyzing the communication of similar innovation hubs, we noticed “institutional backing must be serious and corporate to build trust”, but from our perspective, this was nothing more than a myth. This belief had crafted a predictable identity that failed to emotionally connect with entrepreneurs.
The magical element was when we discovered their unique capacity to be a new creative energy from the corporate world. They weren't an impromptu startup or just another bureaucratic governmental entity. They were something entirely different: a spark of transformation combining institutional solidity with a cool vibe yet absolutely focused on important goals.
This revelation uncovered that 14K had the power to be an infectious energy. Their true value extended far beyond their credentials, as it was about their ability to make ideas truly happen.
When analyzing the communication of similar innovation hubs, we noticed “institutional backing must be serious and corporate to build trust”, but from our perspective, this was nothing more than a myth. This belief had crafted a predictable identity that failed to emotionally connect with entrepreneurs.
The magical element was when we discovered their unique capacity to be a new creative energy from the corporate world. They weren't an impromptu startup or just another bureaucratic governmental entity. They were something entirely different: a spark of transformation combining institutional solidity with a cool vibe yet absolutely focused on important goals.
This revelation uncovered that 14K had the power to be an infectious energy. Their true value extended far beyond their credentials, as it was about their ability to make ideas truly happen.
Quick Overview
Quick Overview
Disrupt
The new brand definition was transformed into a tagline, or brand promise:
👏 Make it happen 👏
This was their call to action. 14K would now position itself as the organization inviting people to achieve their goals, to stop talking and get hands-on.
The design system mirrored this perfect duality between corporate solidity and creative energy. A clean typographic language was developed using Overpass, complemented by graphic elements that symbolized energetic transformation. The result: communications that breathed professionalism but pulsed with action.
The new brand definition was transformed into a tagline, or brand promise:
👏 Make it happen 👏
This was their call to action. 14K would now position itself as the organization inviting people to achieve their goals, to stop talking and get hands-on.
The design system mirrored this perfect duality between corporate solidity and creative energy. A clean typographic language was developed using Overpass, complemented by graphic elements that symbolized energetic transformation. The result: communications that breathed professionalism but pulsed with action.
The new brand definition was transformed into a tagline, or brand promise:
👏 Make it happen 👏
This was their call to action. 14K would now position itself as the organization inviting people to achieve their goals, to stop talking and get hands-on.
The design system mirrored this perfect duality between corporate solidity and creative energy. A clean typographic language was developed using Overpass, complemented by graphic elements that symbolized energetic transformation. The result: communications that breathed professionalism but pulsed with action.
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