Helping a family business thrive by telling its story of empathy and empowerment

Areandina is a university with 8000 students and 5 campuses in and around Bogota, Colombia, with a strong focus on the health and service sectors. As a family business, run in second generation by the daughter of the founder, Areandina helps young people from a working class background to climb the social ladder and dramatically improve their standards of living by reaching the middle class. Areandina's unique approach is about nurturing and guiding students through empathy and genuine kindness.

I defined Areandina's brand personality as 'The Encouraging Friend'. A friendly and playful custom typeface reflects the brand's humanity and openness and becomes the voice that tells Areandina's encouraging story.