PAM.ELIZALDE / PORTFOLIO

Shaping Skills - Tec de Monterrey / Brand System & UX/UI

Project type
Creative and Brand Strategy - Tech
Date
2024
Location
Mexico City

Brand Strategy · Naming · Identity System · Iconography · UX/UI · Web Design · Tec de Monterrey

Shaping Skills is a talent intelligence research platform from Tecnológico de Monterrey — connecting workforce skills to evolving industry demands using AI. The challenge: translating dense academic research into a brand that feels precise, authoritative, and human enough for both institutional partners and corporate clients.

I led the project end-to-end — from naming rationale and strategic positioning to the complete visual identity system, custom iconography for each knowledge sector, brand guidelines, web design in Figma, and developer handoff documentation. The result is a brand that operates consistently across the US and Mexico, built to scale alongside the platform.

Brand strategy · Visual identity · Iconography system · Brand book · UX/UI · Web design

Shaping Skills website home page on a laptop floating against a black background
Shaping Skills website shown responsively on a desktop monitor, tablet and phone, with a yellow and black interface
Laptop on a concrete desk showing the Shaping Skills website, next to a notebook, a phone and a coffee cup
Black spiral notebook with the Shaping Skills logo on its cover
Open Shaping Skills brand book on a concrete surface, showing logo variants, a hexagon pattern and typography
Shaping Skills stationery on a dark background: letterhead, envelope, yellow tablet screen and notebook
Strip-style banner collage of technology imagery: a connected globe, an electric car icon and a hand touching a screen
Black embossed pattern of interlocking hexagons from the Shaping Skills identity
Two Shaping Skills roll-up banners with the logo, sector icons and QR codes