Étimo was a design consultancy specialized in branding and communication strategy in Bogotá. I founded Étimo as a way to explore the entrepeneurial market and to improve my position as a freelancer seeling my services to potential new clients. The project unfortunately proved too big of an adventure for one unexperienced designer but taught me crucial lessons in design management, designer-client communication and salesmanship.

Étimo, from the root of the word ethymology, is a concept of going deep into the roots of an idea and the essence of a brand, capturing its core and translating it into resources for visual communication. I developed a marketing analysis that pointed out the advantages and requirements to contact and approach clients and help me understand the design market in Bogotá, Étimo's main competitors and role models and what's lacking in design offer.

The brand was developed with a series of concious decisions to avoid the common places of the competitors. Typographic choices, like using a strong serif, and identity choices, like the distinctive bright blue, helped Étimo differentiate from other agencies and studios who presented themselves with "trendier" brands and "cooler" speeches. The goal was to distance Étimo from this and focus on the content and quality of our proposals.