Context

Hekarna is a community initiative that supports young people and local founders in developing and accelerating business ideas. Through events, workshops, mentorship, and coworking space, it connects entrepreneurs, IT professionals, and other members.

The community was already active but lacked a cohesive visual identity. Materials felt inconsistent and visually amateur, which limited perceived professionalism and long term recognition.

The goal was to create a structured yet approachable brand system that reflects ambition, local roots, and community energy while remaining clean and modern.

Strategic Direction

Positioning

Position the brand as an open, entrepreneurial hub focused on growth that gives local talent a platform. The identity should feel credible and structured, but accessible and welcoming to young founders.

Core Attributes

• Open
• Community-led
• Local
• Growth-oriented
• Modern

Logo Idea

The symbol is built from three conceptual elements:

• Architectural form representing building and foundation
• The letter "H" integrated into the structure
• An upward directional shape symbolizing growth and progress

The final mark balances structure and momentum, visually expressing entrepreneurship as both foundation and forward movement.

Primary and secondary lockups were defined, along with clear space and minimum size rules to ensure consistency across digital and physical materials.

Outcome

• Established cohesive visual foundation
• Improved perceived professionalism within the local ecosystem
• Strengthened recognition across events and communication materials
• Gave the brand visual consistency it can keep as it grows

Social Media Use

Guidance for social media: tone, formats, and examples.

Brand Guidelines