From Brand Identity to Congress Identity
Branding / Event Production
The project developed for the Canary Islands Society of Otolaryngology (SCORL) began as a strategic effort to strengthen the society’s institutional identity and improve how it communicates with the medical community. The objective was to build a clearer, more contemporary visual identity capable of representing the value of its scientific community while supporting the growth of its activities.
Evolving the Brand
The redesign started by recognizing an important aspect of the original identity: its symbol already contained a distinctive and expressive visual language worth preserving. Rather than replacing it, the work focused on refining and structuring the existing graphic elements, adjusting the color palette, simplifying the visual system, and introducing a more organic and legible typographic approach.
A Visual System Designed to Expand
Beyond the logo itself, the redesign aimed to establish a flexible visual system capable of growing with the society. The shapes, colors, and graphic language developed during the brand evolution were conceived as modular elements that could extend across different communication platforms and initiatives. This approach allowed the identity to function not only as a symbol but as the foundation of a broader visual language for the organization.
Extending the Identity to the Annual Congress
The society’s annual meeting became the first opportunity to apply and expand this visual system. Building on the graphic codes introduced in the redesigned logo, a visual identity was developed for the 35th SCORL Annual Meeting, which will take place on June 19–20 in Gran Canaria.
The congress identity draws directly from the brand’s forms and color palette, translating them into a broader visual environment. Illustrative elements inspired by the local landscape and architecture were incorporated to create an image that connects the event to its geographical and cultural context.
Building a Shared Visual Narrative
By extending the brand identity to the congress, the project begins to establish a coherent and recognizable visual narrative for the society’s activities. From the commercial dossier to event materials and communications, each piece reinforces the SCORL identity and contributes to strengthening its presence within the medical community.
Rather than a one-time design exercise, the project lays the groundwork for a long-term strategy: transforming the society’s identity into a tool that supports communication, reinforces community, and accompanies the ongoing evolution of its scientific activities.
