At 35 years old, HSM was entering a new phase of transformation, and Keenwork was invited to lead the brand strategy and redesign process. The challenge was to express the company’s evolution while reinforcing its leadership in executive education.
Working closely with the HSM team through co-creation workshops and strategic sprints, we developed an identity that balances the human and technological dimensions of learning. The result is a flexible, dynamic, and fluid brand that reflects a culture of continuous learning and innovation.
The new design is built around the letter S, transformed into a wave that symbolizes movement, adaptability, and exchange. The combination of black with vibrant colors creates contrast, energy, and diversity, projecting the brand confidently into the future.
The result is a contemporary identity that strengthens HSM’s position as a leader in corporate education and connects people and organizations to the new knowledge economy.
