In addition to a revamped logo and color palette, the changes include new positioning and language on social media.
The PROA Institute, a non-profit organization that has been connecting young people from Brazilian peripheries to the formal job market for 18 years, is undergoing its first complete rebranding. The goal is to reflect the modernization of the institution and its mission to engage directly with students aged 17 to 22. Created by the agency Droga5, the project features a new visual identity – including a redesigned logo, color palette, and fonts – and a new social media presence.
The changes aim to translate the essence of PROA: to inspire action and be an active agent in transforming lives through education and work. To this end, the new logo brings dynamism by transforming the letter "A" in the brand name into a symbol that conveys the idea of direction and navigation. According to the institute's president and CEO, Alini Dal'Magro, the logo is an invitation to explore new paths.
“Our intention is to reinforce our role as a benchmark in professional training and employability in Brazil. And this will now be further emphasized in our visual and verbal communication. PROA is constantly evolving and acting as an agent of transformation, and we want to invite students from all over the country to join us,” he states.
Maintaining blue, white, and black as the main colors, the new palette includes secondary shades of yellow, orange, burgundy, and gray, combined to convey reliability and optimism, as well as enhancing legibility across different formats. The Clash Grotesk typeface was adopted as the primary font to ensure precise, consistent, and accessible communication across a wide range of audiences.
Light and inspiring language
Essential for reaching more and more young people seeking professional and personal development, PROA's language will become clearer, more objective, lighter, and more inspiring, with an optimistic vision of the future. Illustrating the visual materials, young people gain even more prominence, becoming the center of narratives that tell positive stories.
Alini explains that the institute's positioning should be the first bridge between potential and opportunity. “We speak the language of the market without losing the human connection – which is essential for us to identify talent and guide them in the best possible way until they fill vacancies in companies. The institution's tone of voice combines professionalism and humanity, creating a bond with the public and serving as a gateway to promote concrete impact on the lives of thousands of Brazilians.”
Promising future
The rebranding marks a new chapter in the trajectory of the PROA Institute, which has already trained more than 30,000 young people and helped in the effective hiring of another 18,000. The institution has the ambitious goal of expanding the dreams of more than 110,000 public school students by 2030 through training in at least one of the two courses offered: ProProfissão – a blended learning course held in São Paulo – and the PROA Platform – a completely online and free course.
Currently, PROA operates in 12 Brazilian states – São Paulo, Rio de Janeiro, Santa Catarina, Rio Grande do Sul, Paraná, Minas Gerais, Mato Grosso do Sul, Goiás, Distrito Federal, Bahia, Pernambuco and Pará – and has a significant direct impact on the economy: it has already generated more than R$ 15 million monthly, considering the sum of the monthly salaries of all employees through PROA – and R$ 270 million, adding up the annual salaries.
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