This company builder with a significant presence in Latin America's fastest-growing industries faced a challenge in establishing its position as a leader in impact investment. Despite its 20-year history, Tvalley lacked a clear brand strategy and visual identity, hindering its ability to appeal to socially conscious venture entrepreneurs seeking funding and development. As a result, the company required a brand that could effectively communicate its trajectory, commitment to positive impact, and credibility, putting it on par with big-name accelerators in an international environment.

I approached this project conceiving a powerful and contemporary brand that fit in the tech category while also communicating Tvalley's trajectory and commitment to positive impact. To achieve this, I used the plus (+) symbol in the visual identity, designed to be bold, and approachable, and its fluidity allowed for it to be dynamic and adaptable in various contexts. We leveraged Tvalley's promising identifier, the plus symbol, as the connecting element to tell the story of a smart brand that contributes ideas, talent, and resources to socially conscious projects. We communicated the different emotional and functional aspects of the brand through the symbol, positioning the brand in the territory of impact and technology-based venture capital. The brand was launched and used for both internal and external communications.

For this project, I worked closely with the creative director and copywriter to shape the discourse and essence of the brand. With a solid foundation in place, I took on the lead role as the designer to develop the visual identity. From the conceptual and strategic phases to the final implementation of the visual identity, I was involved every step of the way. I also ideated and art-directed the portfolio photography according to the brand's message and aesthetic.