Alba
A new future for a social entity that transforms the lives of people in vulnerable situations
Background
Alba is a social entity that, since 1975, has been working to improve the quality of life of people in vulnerable situations. Over these 50 years, it has grown, diversified its services, and expanded its impact. With its anniversary approaching, this is the perfect time to rethink its visual and verbal identity, ensuring that it faithfully reflects its purpose, values, and transformative capacity.
Strategy
To support people in vulnerable situations in all aspects and stages of their lives, guaranteeing their rights and opportunities so they can make their life projects a reality. With this clear mission, Alba is evolving to strengthen its identity and project itself into the future.
The new brand is built on five fundamental pillars: transformation, connection, push, territorial roots, and union of different perspectives. These concepts have shaped the entity’s claim: Persones amb empenta.
To enhance brand clarity and coherence, a monolithic structure has been chosen, simplifying its previous sub-brand architecture, which was confusing, and unifying all activities under the name “Alba”. This strengthens its identity, makes it more recognizable, and avoids confusion from the various names used until now (Associació Alba, Taller Alba, Escola Alba…).
Brand Expression
The new Alba has its own distinct tone of voice, warm and empathetic, that reflects its commitment to people and diversity. A custom typography has been designed, where some letters have multiple variations to represent the diversity and uniqueness of each individual. Additionally, an accessible, clean, and characterful graphic system has been developed, ensuring that the visual identity is impactful and flexible enough to adapt to different applications.
Implementation
To ensure a smooth transition, a brand manual has been developed, along with templates for key documents and other resources, making it easier for the client to implement the brand while maintaining consistent communication and reinforcing its presence and impact on society.
