ANTEFUTURO
Education is the key to the future, and the lack of it is one of the biggest problems Mexico faces today. Antefuturo is an association which provides grants to promising young people of limited means, funded by companies which offer not only this financial support, but also employment opportunities for recent graduates.
Scope:
Brand Strategy
Naming
Slogan
Branding
Challenge
The challenge was to create a visual identity which was aligned with the concept of “austerity” and the utilization of resources to their highest potential.
Naming
The name of the association is inspired by verb tenses, a subject of which we are very conscious of during our time as students, and which we go on to use so effortlessly for the rest of our lives.
Antefuturo is a verb tense that is also known as “perfect future”.
The impact of encouraging recognition and education in each of these young people is the promise of a better future, and the goal is to attain a perfect future for our society.
We developed a slogan which reinforces the concept behind the name: “By taking action in the present we are creating a perfect future.”
Concept
The identity concept is based on the optimization of resources, thus it would be incongruent to develop an identity which required significant expenditure on the production of printed materials, as any and all excess funds should be put towards the direct benefit of the cause itself.
Identity
By using a simple visual device whereby the size of the characters increases, the logo speaks to the evolution of both the students and society at large.
The design of the business cards was intended to reduce printing costs, allowing more cards to be printed at a lower cost. It’s for this reason that we left space for a name, phone number, and email address so that they could be personalized.
The identity consists of 2 elements: one stamp which includes key reference information, such as the address and contact details, and one stamp with the logo. With these two stamps, a wide range of business applications are possible at a very low cost.
Photography: Ric Acuña
