Services
Branding
Time
1 week
Client
Jovem Cidadão
Team
Creative Direction
Julia Sprioli and Sol Paiva
Design
Julia Sprioli, Sol Paiva and Camila Mai
About_
In one of Brazil’s fastest-growing cities, Águas Lindas from Goiás, young people face a silent challenge: the lack of spaces for civic and political education.
Amid rapid urban growth and a growing distance from public life, Young Citizen emerged — a project created by Ensina Brasil to inspire civic engagement among youth aged 16 to 24.
More than a program, it’s an invitation to active participation, connecting schools, institutions, and the local community around a shared vision of a more conscious future.
Research_
The identity drew inspiration from the landscape and spirit of Águas Lindas.
The sun was reinterpreted as a symbol of vitality and hope, while the Barragem do Descoberto, the city’s main landmark, inspired the fluid, organic shapes of the typography.
This blend of natural and symbolic elements guided the creation of a visual language that captures youth in motion and its power to transform the collective.
Challenge_
The main challenge was to balance purpose with lightness — to speak about politics without rigidity, and about youth without triviality. The goal was to build an identity that inspired belonging and movement, connecting educational content with the transformative energy of the young audience.
Solution_
Latina approached the project with the idea that citizenship is learned through movement.
The branding was designed as a living metaphor for this flow — between learning and action, between the individual and the collective.
Its visual language positions youth as the driving force of transformation, capturing their restlessness, curiosity, and will to participate.
Rather than simply representing an educational initiative, the identity reflects a social movement in progress — the rise of a generation that sees politics as a shared construction.
Results_
The fluid, organic typography embodies the restlessness of youth building a democratic society.
Its shapes draw inspiration from the Barragem do Descoberto, evoking the flow and strength of the waters that sustain the territory, while the sun symbolizes power, knowledge, and renewal — metaphors of a collective future in motion.
With a vibrant color palette and dynamic compositions, Young Citizen became a symbol of hope and engagement, connecting youth, educators, and the community around one shared mission:
to form conscious, active citizens ready to transform the place they call home.
