Facilitaê!
Facilitaê!
Freelance Visual Designer & Illustrator · Education / EdTech · 2024
Freelance Visual Designer & Illustrator · Education / EdTech · 2024
Tools:
Tools:
Illustrator, Photoshop, After Effects
Illustrator, After Effects
Client:
Client:
Facilitaê!
Gcore
Industry:
Industry:
Education / EdTech
Cloud Infrastructure
Deliverable:
Brand Identity & Illustrations
Deliverable:
Brand Identity & Illustrations
Duration:
2.5 months
Duration:
3.5 months
Facilitaê! is a Portuguese educational startup with a distinctive premise: making mathematics and science accessible and inspiring for young students through original illustrations of iconic figures from both fields. Over 2.5 months, I designed the complete brand identity - from logo and illustration system through to merchandise, print collateral, and motion graphics.
Facilitaê! is a Portuguese educational startup with a distinctive premise: making mathematics and science accessible and inspiring for young students through original illustrations of iconic figures from both fields. Over 2.5 months, I designed the complete brand identity - from logo and illustration system through to merchandise, print collateral, and motion graphics.
The Challenge
The Challenge
The brand needed to live in a tension that is genuinely difficult to resolve: serious enough to be trusted as an educational resource, and visually exciting enough to make a young student actually want to engage with it. Most educational brands choose one or the other. Facilitaê! needed both - and they needed a visual language that made learning feel like a creative act.
The brand needed to live in a tension that is genuinely difficult to resolve: serious enough to be trusted as an educational resource, and visually exciting enough to make a young student actually want to engage with it. Most educational brands choose one or the other. Facilitaê! needed both - and they needed a visual language that made learning feel like a creative act.
The Approach
The Approach
The solution was built around balance at every level. For colour, I paired white and light purple - calm, academic, institutional, with sharp green and orange accents that interrupt the seriousness and inject energy. For typography, I set two fonts in deliberate contrast: Nuno Condensed Bold for headings, giving impact and authority; and Bimbo Regular for body text, which carries the feeling of a student's own handwriting - approachable, human, a little playful. The logo itself went through significant iteration before landing on a mark that held both registers simultaneously. Custom illustrations of celebrated figures from mathematics and science gave the brand a signature asset unlike anything else in the educational space.
The solution was built around balance at every level. For colour, I paired white and light purple - calm, academic, institutional, with sharp green and orange accents that interrupt the seriousness and inject energy. For typography, I set two fonts in deliberate contrast: Nuno Condensed Bold for headings, giving impact and authority; and Bimbo Regular for body text, which carries the feeling of a student's own handwriting - approachable, human, a little playful. The logo itself went through significant iteration before landing on a mark that held both registers simultaneously. Custom illustrations of celebrated figures from mathematics and science gave the brand a signature asset unlike anything else in the educational space.
The Result
The Result
The complete brand system - logo, illustrations, colour and type system, tote bags, notebooks, diaries, leaflets, banners, badges, and motion graphics - was delivered and implemented at launch. The client successfully launched Facilitaê! and achieved strong early conversions and leads, validating that the brand was resonating with its target audience from day one.
The complete brand system - logo, illustrations, colour and type system, tote bags, notebooks, diaries, leaflets, banners, badges, and motion graphics - was delivered and implemented at launch. The client successfully launched Facilitaê! and achieved strong early conversions and leads, validating that the brand was resonating with its target audience from day one.