STRATEGIC REBRANDING - UNIVERSIDAD EAFIT
How we helped EAFIT shift from Legacy to Living Brand
When a Motto No Longer Matches the Mission
In 2013, Universidad EAFIT—one of Colombia’s top academic institutions known for its leadership in business, engineering, and social sciences—was ready to outgrow its long-standing motto: “Abierta al Mundo” (“Open to the World”). While once visionary, the phrase had become a passive echo of a bygone era—one that no longer captured the energy, innovation, or transformative impact of EAFIT's evolving mission.
In association with TBWA Colombia, I joined the effort to help the university reimagine its identity, narrative, and visual expression—grounded in the real-world impact EAFIT was having on society.
Planting the Seeds: Research, Vision, and Voice
The process began with in-depth benchmarking: I led an analysis of academic branding across Latin America, noting how institutions were beginning to shed formal identities in favor of more emotionally resonant, action-oriented language. The goal for EAFIT was clear: develop a brand identity that could inspire engagement, foster innovation, and reflect the cyclical nature of knowledge and transformation.
During a workshop with faculty, students, and TBWA creatives, I proposed two key verbs—“Inspira” (Inspires) and “Transforma” (Transforms)—as pillars of EAFIT’s impact. A group of professors contributed the verb “Crea” (Creates), organically forming a triad that captured the full spectrum of academic and societal influence.
I emphasized the importance of keeping the phrase to three verbs—clear, memorable, and emotionally compelling—and proposed a cyclical logic that reflected the university’s holistic vision:
Inspire to Create → Create to Transform → Transform to Inspire
Each verb could stand alone or function as part of a continuous loop—a brand vision not just to recite, but to live.
Inspira
•
Crea
•
Transforma
•
Inspira • Crea • Transforma •
Lightening the Load: A Strategic Visual Shift
EAFIT’s old logo, anchored by a mechanical pinion, spoke to its origins in engineering and industry. But for a new generation of students and global engagement, it felt too rigid—more machine than movement.
I advised the University to detach the pinion from the everyday brand use and preserve it only in the official seal, where it could maintain its symbolic and ceremonial power. In its place, a clean logotype would represent the active, modern, and human-centered identity aligned with the new brand vision.
This modular visual system allowed for:
A lighter, fresher identity across digital and public platforms.
Formal continuity via the classic seal for diplomas, flags, and official events.
Flexibility for EAFIT to communicate with varied audiences while staying true to its roots.
A Ripple Effect Beyond Campus Walls
EAFIT’s adoption of “Inspira, Crea, Transforma” wasn’t just a change in tone—it was a strategic repositioning. It redefined the way the institution saw itself, spoke about itself, and connected with its community.
The three-verb cycle became embedded in academic materials, recruitment campaigns, and institutional messaging.
EAFIT’s rebranding prompted a wave of change in Colombia’s higher education sector, as other universities began modernizing their own visual and narrative strategies.
Most importantly, the new identity resonated with students, faculty, and external partners alike—serving as both a promise and a provocation to be part of something greater.
Branding as Transformation, Not Decoration
This was never about surface-level change. Through collaboration, cultural insight, and bold creative strategy, we helped EAFIT build an identity that could carry its mission into the future—rooted in action, not abstraction.
At DIPad, we believe in branding as a tool to reflect and shape institutional values. With TBWA Colombia and the EAFIT community, we helped transform a legacy into a living cycle of inspiration, creation, and transformation—one that continues to evolve with every student, every project, and every idea that passes through its halls