Estudio Innovación is a consultancy that guides organizational transformation through design and strategic thinking. Backed by strong academic foundations and years of hands-on experience, their practice blends conceptual depth with playful methodologies; tools that, in certain contexts, might be perceived as informal. The challenge was to build an identity capable of holding that duality: rigor and playfulness, together.

The strategy was built around that tension, not to resolve it, but to own it. To position the brand around its ability to structure complex processes while simultaneously opening space for dynamic, participatory experiences. A system that brings order without rigidity. One that creates the conditions to play within a clear framework.

The identity is built on a precise, structured grid that organizes information and provides clarity. Over that foundation, doodle-style interventions introduce a more spontaneous, expressive layer. The coexistence of both registers creates a system that mirrors the studio's way of working: structure and openness, method and exploration. A broad color palette was defined to adapt across the different editions of their programs and a wide range of contexts, from formal digital environments to the more informal settings of workshop facilitation.

An identity that supports the transformational work the studio enables. A brand that is, in itself, an embodiment of what it proposes, integrating playfulness without sacrificing depth.