A new entrepreneurship spirit.
A business incubator is full of new ideas that becomes companies in no time. It is an evolving place which is changing physically and idealistically at every moment. That's why the Business Incubator from Tecnológico de Monterrey University felt the need to get a rebrand as part of an evolution process, they wanted to become a creative and bold business place for all ages and por any kind of entrepreneurship projects.
The project started with long focus group sessions with many entrepreneur and young people, all of the opinions were taken into account to shape the final avatar. The implementation was incremental because it resulted to be a big corporate image change, so the client preferred to do it more like an evolution with iterations going first into digital and web media, later on at physical infrastructure level.