The 1 Million Opportunities (1MiO)
Research, Brand Strategy, and Visual Identity
A brand created by and for Brazilian youth
Challenge
Brazil has over 50 million young people between the ages of 15 and 29 (IBGE) — a generation with the potential for social and economic transformation. However, many face structural barriers to entering the job market and accessing development opportunities.
The 1 Million Opportunities (1MiO) initiative was born to change this scenario: connecting young people to real opportunities for training and employability, offering a support network led by UNICEF and strategic partners.
The challenge was to create a visual identity and tone of voice that translated this mission in an accessible, authentic, and representative way.
How to create a brand that speaks directly to Brazilian youth, connecting purpose and action in a humanized and approachable tone of voice?
Strategy
A brand that puts young people at the center of the conversation
The strategy was based on Participatory Design, placing young people as protagonists in building the brand from the beginning of the process:
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Young people as experts
- Young people actively participated in defining the name, tone of voice, color palette, and visual language, ensuring that the brand was authentic and connected to their reality.
- I led the facilitation of the collaborative process, ensuring that the voices and experiences of these young people were incorporated into all stages of brand building.
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Representativeness and authenticity
- Diversity was a strategic criterion in all phases of the project — the process involved young people from different regions, socioeconomic contexts, genders, and ethnicities.
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Humanized and direct tone of voice
- The language was developed to create closeness and generate identification, with a tone that combined welcoming and action.
- Communication was structured to be didactic and engaging, conveying credibility without distance.
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Brand Guide as a strategic tool
- The guide consolidated the brand positioning and tone of voice in a consistent and replicable language for future campaigns and initiatives.
- The brand was conceived as a platform for continuous dialogue with young people, reinforcing the sense of belonging and co-authorship.
The idea
A brand made by young people and for young people.
The creative proposal was to translate the real impact of 1MiO into a simple, accessible, and direct language:
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Direct and easy-to-remember name.
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Contemporary aesthetic, with cultural references from Brazilian youth.
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Approachable and welcoming tone of voice, without losing its inspiring character.
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Content designed to generate identification and action, creating a sense of community and belonging.
Media & Links
Pesquisa, co-criação e construção coletiva
1 Pesquisa Quantitativa
Compreender a juventude para construir uma marca autêntica.
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Utilizamos a plataforma Gen U da UNICEF para coletar percepções de jovens sobre trabalho, futuro e oportunidades, além de dados sobre o comportamento dos jovens em relação ao mercado de trabalho, suas expectativas, desafios e valores.
2 Grupo de Embaixadores (GE)
Jovens como protagonistas no processo de criação.
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Foi formado um Grupo de Embaixadores com curadoria de
perfis diversos em termos de gênero, raça, território e contexto socioeconômico, que participou ativamente da criação.
Esse momento do processo de cocriação garantiu que a marca fosse apropriada e validada pelos próprios jovens, aumentando a legitimidade e a conexão emocional com o público.
3 Criação da Identidade Visual e Guia de Marca
Tradução dos insights em linguagem visual e verbal.
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O Guia de Marca e Manifesto consolidou o tom de voz e os elementos visuais, oferecendo diretrizes claras como:
- Valores centrais e propósito da marca.
- Tom de voz e estilo de linguagem.
- Diretrizes visuais e exemplos de aplicação.
4 Teste e Refinamento
Garantir que a marca seja reconhecida e aceita.
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A marca foi apresentada ao grupo de embaixadores, refinada com
base no feedback e testada em diferentes canais e contextos para validar sua funcionalidade e conexão emocional.
Legacy
✔️ Recognition of the brand as a reference in youth inclusion and employability.
✔️ Brand Guide as a strategic tool to ensure consistency and longevity in communication.
✔️ Brand ownership by young people – engagement and identification with the language and aesthetics reinforced the emotional bond with the platform.
Technical sheet
Cliente 1Mio / UNICEF
Agência HOOD + SOLID
Gestão de projeto Alice Motta e Gabriela Monteiro
Conceito e estratégia Gabi Neves
Design Diego Limberti
Redação Manifesto Lucas Vilaça
Assistente de pesquisa Rita Romão