Since 1955, Bunge Foundation has been working on different areas with the mission of valuing people and connecting talents to pave new paths. In Rondonópolis (Mato Grosso, Brazil), it leads an initiative that unites the municipal government, private initiatives, NGOs and educational entities to promote the inclusion of disabled people and young apprentices into the local workforce.

Our challenge was to come up with the name for this project, which until then was long and hard to remember (Network for the qualification and inclusion of young apprentices and people with disabilities in the Rondonópolis labor market – Rede de Qualificação e Inclusão de Jovens Aprendizes e Pessoas com Deficiência no Mercado de Trabalho de Rondonópolis, in Portuguese), and to create a strong and plural identity for the initiative to be expanded and multiplied to other cities where Bunge operates.

In the naming process we defined a group of symbols that represent the project’s different areas and its plurality. Among the possibilities presented, the client chose a variation from the name that was already used internally for the initiative. That made it more familiar and strengthened the concept of group work. We then created the acronym Redes: Rede de Desenvolvimento Social (Network for social development) in order to promote the plurality of the program.