The “Unit of Masters and Postgraduate Studies in Economics” (UMPE) at the “University of Montevideo” is an academic unit that, like many others, needs to channel communication through various media to capture the interest of a specific segment: individuals, including those already active in the workforce, seeking to specialize in specific domains.
Developing the identity for UMPE presented us with the challenge of strengthening its image and communication in the market. At the same time, we had to balance differentiation and belonging by ensuring that this graphic package aligned with the pre-existing identity of the University of Montevideo, the institution to which UMPE belongs.
The outcome was a new brand that respects the institutional style while expressing a unique identity: youthful, modern, and fully aligned with the needs of a new generation of professionals.
