HABLA

CONTEXT

Grupo Educación approached us with an inspiring vision: to make education the focus of public conversation in Mexico. The project would draw on the power of global voices—from Yuval Noah Harari to Malala Yousafzai—to transform education from a political or academic issue into a shared cause.

What began with a WhatsApp message about Harari’s work became something much more ambitious. In our first sessions with Emiliano Berruecos and the Grupo Educación team, we defined a purpose that excited us: to help build a better Mexico through education.

They hired us to translate this vision into a brand and communication system flexible enough to engage citizens, educators, institutions, and leaders. A platform capable of imagining and activating the country’s educational future.

SERVICES

Strategy
Branding
Digital
Audiovisual
Experience Design

INDUSTRIES

Education
Social Impact

“UNCODE.NETWORK takes you by the hand… every decision is based on data, not an opinion. It’s based on what works.”

— Emiliano Berruecos, Director of Communication at Grupo Educación

CHALLENGE

How do you build a brand capable of transforming education into a national conversation?

The brief presented us with an exciting challenge. Grupo Educación needed a platform capable of bringing together all stakeholders: students, parents, teachers, institutions, and public policy makers. The challenge was to create an inclusive and decentralised identity, with sufficient visual strength to stand out in the media and sufficient flexibility to adapt to different monographic themes each year.

During our co-creation sessions, we discovered something key: HABLA’s audience was a diverse community made up of students, teaching staff, the media, the general public, and public policy makers. Knowing that we had to create a brand that communicated equally with everyone was both an insight and a central challenge of the project.

That’s when we understood the essence of our work: to create a living system that would work from the local to the global level, capable of evolving each year while maintaining its core purpose. Not just a brand, but a real educational community.

APPROACH

01.

A Flexible Brand Identity

02.

An Invitation to Dialogue

03.

Rooted in Early Learning Aesthetics

01.

A Flexible Brand Identity

We designed a flexible system that could evolve each year. It wasn’t about creating a static brand, but rather allowing it to reflect each year’s themes: dialogue, gender, sustainability so far, and those yet to come. The visual system was based on adaptable typographic structures, changing shape and tone as each conversation demanded.

In coordination between Barcelona, London, and Mexico, we developed this flexibility as a functional necessity, not an aesthetic choice. An educational movement must remain relevant and responsive to social changes.

02.

An Invitation to Dialogue

During the naming process, we explored several proposals together with the Grupo Educación team. The name HABLA was selected from among six proposals because it perfectly explains the idea of raising your voice and sharing ideas. It is affirmative, inviting, and direct.

The brand was designed as an instruction and invitation: ‘Speak up to change,’ ‘Speak up to be part of the dialogue,’ ‘Speak up, we want to hear you.’ This narrative laid the foundation for an inclusive conversation around education, positioning the brand as a facilitator of exchanges that lead to action.

We knew that change is only possible if the invitation is genuine and reaches students, teachers, and public policy makers alike.

03.

Rooted in Early Learning Aesthetics

The visual identity used typography as its main form of expression, treating text as a communication tool and graphic element. The system evoked the early school years: playful shapes, vibrant colours and accessible typography that sought to spark curiosity.

We achieved a balance between academic credibility and emotional resonance to speak to all generations equally. We wanted everyone to feel that this space also belonged to them, from primary school students to public education officials.

SOLUTION

The HABLA brand is now a living communication system that connects global voices with local conversations. From its name and visual language to its digital presence and the production of its annual meetings, everything is designed to spark public conversation and collaboration between sectors.

Each annual edition continues the story, adapting to new themes while maintaining the central purpose of building a better Mexico through education. The international coordination of the team—strategy from Barcelona, naming from Mexico, design from London and Mexico, digital development from Barcelona—enriches the project with a multicultural perspective from graphic to conceptual language.

The result is a coherent but constantly evolving platform that positions education as a driver of transformation in Mexican society. And, above all, it demonstrates that when designed for the real participation of diverse communities, people respond.