The challenge was to develop a visual identity that combined the excitement of amusement parks with STEAM educational experiences for Latin children. It had to capture both the thrill and competitive spirit of a league, while also addressing the cultural and aesthetic differences between the regions of Orlando and Europe. The goal was to design an identity that was not only visually appealing but also communicated the core values of the league: education, competition, and fun, all within an interactive learning environment.
For the representation of Orlando, orange was selected, capturing the energy, warmth, and dynamism of Caribbean culture, evoking passion and intensity. In contrast, blue was chosen for Europe, symbolizing precision, professionalism, and trust, while alluding to the image of Europe as a cooler region. All of this was done while maintaining cohesion with the main brand, Coded. The use of 3D design, along with a striking and adaptable visual language, allowed the products and programs to stand out in various environments, while ensuring consistency in their presentation.
