Service: Branding, identity design and copywriting
Carla is a new concept of career camps of excellence on photonics, whose goal is to organise multi session events to increase the visibility and diversity of careers in the field. In particular, Carla wants to improve the employability of students and researchers in photonics through training networking with professionals from different industry and academia.
Carla's brand focuses on the people that choose photonics as a carrer, rather than on photonics itself. The goal is to make it clear that photonics is more than a career. It empowers people, give them fun, is diverse and should be an inclusive field.
The visual identity of Carla is based on a symbol taken from the shadow of a capital letter C. This symbol is used as a content frame across all the visual elements, such as the logotype and print. This frame generates a narrative that expresses the ideas of embracing, gathering and organising.
Carla’s main vision is that photonics offers a variety of career possibilities, ranging from academic research to innovation and industry. To express this view, a campaign was created to communicate the brand, where the word light is associated with the different values and emotions associated with the challenge of choosing a career.