ISEG, renowned for its academic excellence and training capabilities, collaborated with Santa Casa da Misericórdia de Lisboa to develop an Executive Education course tailored specifically for the institution. The challenge was to create a visual identity that reflected this partnership and its values.

Under the motto “Honouring the past, inspiring the future,” the identity was designed around the metaphor of the seed (genotype) and the tree (phenotype), symbolising growth, transformation, and the results arising from this collaboration. This graphic representation emphasises the evolution and development of the course participants.

The project included promotional materials and merchandising, ensuring consistent and appealing communication. Design played a key role in conveying the values of excellence, tradition, and innovation, strengthening the course’s image and its impact on the development of Santa Casa da Misericórdia’s leadership.