Centro Aretê

The Aretê Center is a newly established educational institution that combines technical training with personal development, aimed at young people aged 14 to 19 from challenging socioeconomic backgrounds. The challenge for Santa Branding was to create a visual and verbal identity that communicated the institution's mission and values while being capable of attracting students, teachers, collaborators, and donors in a saturated and competitive market.

The brand needed to be flexible enough to support Centro Aretê’s expansion plans without losing its essence and relevance. It also had to reflect the organization’s core pillars: excellence, ethics, and holistic development—positioning Aretê as a place of growth and transformation for young people seeking to improve their life prospects.

Using a "techno-creative" approach, Santa Branding developed an identity that merges the precision of Greco-Roman aesthetics with the innovation required in today’s educational landscape. The project was built on three main pillars:

Timeless Visual Identity The logo combines a rectangular base symbolizing stability with an effigy that evokes virtue and excellence—connecting Centro Aretê to its Greek roots and its mission of holistic human development.

Positioning The concept “Catalysts of New Futures” was created to reflect Aretê’s mission to inspire young people to reach their full potential—not just as professionals, but as ethical and conscious citizens.

Audience Representation Images emphasizing human relationships and stories of resilience were incorporated to inspire trust and aspiration.