Beta hub
Continuous Learning
Client
Beta Hub
Year
2024
Country
Latam
Sector
Education
Beta Hub is a community for young people aged 16 to 18 who are interested in developing their skills in the tech world. This initiative, driven by Mercado Libre, aims to provide young people in LATAM with the content, resources, and training necessary to develop innovative skills and make informed decisions about their futures, related to studying, working, and entrepreneurship in technology.
Identity
Campaign
Social Media
Digital
Brand Challenge
An area called Mercado Libre Sustainability promotes various initiatives and programs to make a positive contribution in the regions where it operates. Inclusion and education are fundamental pillars of the strategy. In this context, in 2023 Mercado Libre joined forces with over 15 specialised education and technology partners in Latin America to launch Beta Hub. This continuous learning community aims to empower young people aged 16 to 18 in Latin America and promote the use of technology to transform environments and reduce the access and development gap. To date, the platform has over 14,000 registered young people.
What we did
We developed the rebranding of the program. The challenge was to create an innovative visual identity that resonated with both young people and their parents, while also working effectively across the different countries where the program is implemented.
To achieve this, we not only built upon the original colour strategy but also incorporated new elements to generate greater identification with the audience. Our primary challenge was to create a modern and flexible identity that alludes to the technological world, conveying the brand’s fresh and relevant spirit in the digital context. We implemented a system of icons, gesture resources, and grids that allowed us to create diverse materials for their various communications and channels.
We focused on delivering clear and specific messages for each situation, supported by a thoughtful photographic strategy that generates empathy with different audiences. As a result, we established a coherent and consistent image across the region, proposing a set of resources and visual guidelines that can be replicated across all Beta Hub communications.
