Building Up brings together people, organizations and disruptive ideas to bridge the technology and knowledge development gap, with a vision of social impact that promotes sustainable growth.
Building Up was created to facilitate solutions and technologies to enable a faster and more sustainable leap into the future. Radical and fast-implementing innovations taking advantage of specific contexts are the ones that can lead to efficiency gains in companies and even in countries and are far superior solutions to the small and incremental innovations of the old school.
Joseph Schumpeter’s notion of “winds of creative destruction”, which arises in the context of economic growth theories and industrial organization innovation studies, specifically with a focus on inter-firm competition, hypothesizes that monopolizing companies that rely on intrusive technologies generate less incentive to innovate. This is why they eventually lose their role in technological leadership when new firms, willing to take risks, adopt new disruptive technological and strategic innovations. When these radical innovations become a new paradigm, new companies make the “leapfrog” and become the new leaders.
With this in mind, Building Up is born, an association that through events, meetings of senior managers scattered around the world, disruptive training with political and business leaders and support for entrepreneurship projects with high social impact, promotes innovation based on two fundamental pillars, training and knowledge for the change of mindset.
Our society needs this change and we are able to provide decision makers with the tools and projects that can make it possible.
What we did
The Building Up brand expression had to stand out, with a bold, distinctive, disruptive design that emphasized connection and construction. The brand already had an important and highly descriptive asset: the name, Building Up. But the current identity elements, including its logo, were not working well enough.
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A disruptive symbol for a committed brand
There was a clear initial idea in mind to kick-start the journey: the creation of a unique symbol, to add dimension and build on its name. The new symbol evokes construction in an innovative, different and creative way that gives rise to a very broad visual system. The new colors, a palette that combines the energy of magenta with the stability of blue and the modernity of green, differentiates the brand and injects the entire new identity with a memorable personality.
A tone of voice that revives all communications and elevates the discourse to a more disruptive, newer brand, imprinting an expression and innovative character to generate a real change of mindset.
It was important to establish an architecture strategy. Consolidating a clear portfolio of work focuses. We identified the appropriate branding approach for each area of work within the Building Up portfolio.
A broad strategic and creative exploration reflects a vibrant identity that signals progress, innovation, construction, teamwork, connectivity and above all the humanity and professionalism of a group of people who know that good ideas can change the world.
