
PENSE GRANDE DIGITAL
How to build a brand that attracts donors and volunteers to participate in a movement to improve public education and foster innovation in Brazil?
Brand strategy
Tone of voice
Naming
Communication strategy
Visual identity

Pense Grande is a Telefônica Vivo Foundation program that seeks to disseminate social entrepreneurship to low-income youth. It already existed in a face-to-face version, with teachers who supported students on this journey. Eólica's challenge was to transpose this training to the digital environment, expanding its reach throughout Brazil.
We were responsible for analyzing the existing training, mapping the young people's learning needs, focusing the language on the trainer to speak directly to the young person and inserting references that would engage the target audience.
Project steps

Offline to online course experience review


Survey of narrative hypotheses for gamification


Test to choose the theme and tone of voice


Structuring of phases, contents and activities


Test of concept and content of steps




Final construction of phases

Definition of game rules and interaction

Insertion of gamification elements

Pilot test


Review of the structure for final adequacy





Module: Being
Entrepreneur

Level 1
Who am I?

Level 2
Entrepreneurship

Level 3
thinking outside the box

Level 4
Our community

Level 5
What's the challenge?
Module: My
social business

Level 1
Creating the solution

Level 2
Thinking in network

Level 3
1, 2, 3, testing

Level 4
Final climb






