As part of an evolutionary move, UOL EdTech decided to integrate two key pillars of its B2B offering, learning and performance management, with the goal of consolidating itself as a complete development ecosystem for companies. This integration created the opportunity for a more fluid and continuous vision, capable of supporting the entire employee journey, from diagnosis to development.
More than an organizational shift, this movement called for a new brand expression that could match the scale of this transformation: more connected, dynamic, and future-facing. Qulture Rocks was chosen as the brand to represent this new chapter, expanding both its role and its presence within the ecosystem.
It was within this context that the project’s central concept emerged: curiosity. Not as a simple attribute, but as a foundation. A driving force that fuels learning, sparks new questions, and helps shape the future of organizations through the people who build them.
From this idea, the brand evolves into a system in motion.
With a visual identity that expands and transforms, and a verbal expression that invites, challenges, and inspires, the brand begins to show that, in a world full of ready-made answers, it celebrates the power of questions.
Because curiosity is always the first step. And for Qulture Rocks, curiosity is culture.
FutureBrand Team
CDO • Arnaldo Bastos
Sócio • Filippo Vidal
Project Leadership • Victor Silva
Head of design • Alexandre Rizzuti
Strategy • Caroline Carvalho
Verbal identity • Luisa Borges
Design • Camilla Izumi, Giulia Paladino, Thais Neres, Wesley Domiciano
Creative coding • Joao Generoso
Motion • Rebeca Azevedo
