The Technological Institute of Superior Studies (ITESM for its acronym in Spanish) needed a brand family for their innovation hub called: TECLean. TECLean divides itself into 3 distinct levels: TECLean Discovery, focused on innovation processes to identify business opportunities, define value propositions and structure business ideas, from idea to business model; TECLean Launch, targeting Business Model Iteration, Service Design and Validation processes; TECLean Growth, focused on networking, business relationship, investment opportunities and seed capital.

This brand needed to be consistent, relatable with the main logo and as scalable as possible. Using triangles as arrows to point "towards innovation" and making shapes out of them sparked creativity within the innovation process and opened a world of possibilities for their internal team. A clean brand would mean a high use of what's and solid blues to make contrast. This way, TECNLean's team wasn't bound to high technical graphical skills to make promotional material other than the corresponding logo for each growth path phase.

‍