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USIL Ventures
Branding - Social Media - Web Design - Merchandising
I worked with USIL Ventures as a Graphic Designer, leading the management of their social media channels, developing merchandising assets, and contributing to the brand’s rebranding process.
In parallel, I served as a mentor and marketing advisor, supporting early-stage startups in the accelerator by providing guidance on branding, positioning, and go-to-market strategy.
Previous logo
USIL Ventures originally had a logo built around very literal, descriptive thinking, it explicitly featured an acceleration icon to represent their role as an incubator and accelerator.
I identified this as an opportunity to elevate the brand, pointing out the limitations of such a literal approach and proposing a more strategic, flexible branding system, starting with a redesign of the logo.
Social media in 2015
During that period, Facebook enforced a policy that restricted the use of text in social media visuals. While working at USIL Ventures, this constraint pushed me to become more creative in how I designed content.
To keep the pieces effective and compliant, I developed evocative illustrations without typography, and when text was necessary, I strategically embedded it in ways that avoided automated detection, using low contrast, subtle placement, or visual integration, while preserving clarity and message impact.
Fortunately that would change.
Brand Palette and Typography
The Brand colors and main typography could not be changed, as they were strongly associated with Universidad San Ignacio de Loyola and modifying them would have required multiple institutional approvals.
To work within this constraint, I preserved the two core colors and expanded the palette by introducing secondary colors, allowing the brand to gain flexibility, depth, and expressiveness without breaking existing brand associations.
Concept & Intent
Brainstorming with the team
After a brainstorming session with the CEO and key stakeholders, the core ideas behind USIL Ventures began to clearly emerge, its mission, vision, and guiding principles. From these conversations, I translated abstract values into concrete visual elements that would later inform the new brand identity.
We want to help our startups reach the top
We help them step by step
Their success is our success
Modern
Future driven
Goals
The Isotype
The logo
Once the logo was approved, it was unveiled during a launch event alongside other major announcements, in the presence of startup founders, partners, and key guests from the entrepreneurial ecosystem.
The long-term vision was to turn USIL Ventures into a place where startup founders could go to work, feel comfortable, feel inspired, and feel supported, leveraging the privileged physical spaces the accelerator already had available.
With this goal in mind, I looked to Starbucks as a reference for how space, brand, and experience can work together, and introduced similar strategies to make USIL Ventures feel welcoming, aspirational, and community-driven rather than purely institutional.
Merchandising
The space
Digital presence
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