The context
Transforming education by connecting knowledge.
CatalunyaCaixa's Welfare Projects promoted an educational innovation programme inspired by the US model of Magnet Schools, based on collaboration between public schools and leading institutions in fields such as culture, arts and science.
The aim was to transform the educational projects of the centres through a specialisation developed jointly with an institution over three school years.
An initiative that brought together organisations with very different realities around a shared purpose: to generate new learning opportunities through the knowledge and experience of both parties.
The challenge
Making a new form of collaboration understandable.
The programme proposed a little-known pedagogical model in Catalonia that had to connect with very different audiences: schools, cultural institutions, teaching teams and families.
The challenge was to find a common language that would explain how it works and, above all, convey the true nature of the relationship.
It was not a question of a prestigious institution helping a school, but of establishing a collaboration between equals, in which both parties would contribute knowledge and obtain value.
We needed to build an identity capable of explaining this philosophy and giving coherence to a program designed to incorporate new collaborations.
The idea
To move forward, both have to pedal.
We found the answer in a simple, close and universal word: Tàndem.
A bicycle for two people on which both must pedal to move forward.
The concept synthesized the essence of the program: collaboration, co-responsibility and shared goals. It transformed a complex pedagogical proposal into an immediate, understandable and easy-to-remember mental image.
In addition, it established a relationship of equality between schools and institutions, regardless of their size, trajectory or public recognition.
The name did not only identify the programme. It explained how it worked and what made it different.
The solution
A common identity. Many ways to move forward.
Based on the Tàndem concept, we developed a visual identity and a brand architecture capable of integrating the different collaborations of the programme under the same language.
The system made it possible to link the identity of each school with that of its collaborating institution, preserving the prominence of both and reinforcing their belonging to a common project.
We designed a flexible and recognisable graphic language, together with the necessary communication tools and materials to present the programme to institutions, teaching teams, families and the educational community.
A structure designed to adapt to different disciplines, centres and organisations, maintaining the coherence of the whole without sacrificing the personality of each collaboration.
The result
A brand ready to grow without losing its essence.
Escoles Tàndem was consolidated as an educational innovation initiative that connected public schools with leading cultural and scientific institutions in Catalonia.
The identity developed made it possible to integrate new collaborations within a common system and maintain the continuity of the programme during its transition from the CatalunyaCaixa Foundation to the Catalunya La Pedrera Foundation.
DLAB's work turned a complex educational model into a recognisable, understandable proposal capable of articulating very different organisations around the same idea.
A brand that not only gave a project its name. It explained why it made sense.
