Brand Strategy · 2023

bit/ab: Redefining a Tech Academy from the Inside Out

The real problem

bit/ab was not a new brand. The existing identity did not reflect the ambition, the rigor or the real impact of what this tech skills academy was building. It looked like a placeholder. An academy that asks people to bet their careers on it cannot look like a draft.

The strategic decision

I led the creative direction, from strategic positioning to the final visual ecosystem. The bet was a single idea: an academy that does not just teach skills, it transforms trajectories.

The wordmark carries that idea. The slash takes the place of the l, so bit and lab meet in deliberate tension. It reads as forward motion and as code at the same time. Deep violet became the foundation, brighter purple the energy.

The system

The system has three layers: the full wordmark with its tech skills academy lockup, a b/ monogram for small formats, and fluid violet forms that hold the brand even when the logo is not on screen. I wrote the brandbook that ties them together, so every application, from apparel and notebooks to signage and outdoor campaign, follows the same logic.

The result

The new identity launched at DevWeek 2023, one of El Salvador's most significant tech gatherings, with government officials, private companies, investment funds and universities in the same room. That was the point: the first people to see bit/ab were the ones the academy most needed to convince.

Closing note

The work was already ambitious. Now the brand says so.