Instituto Alana has the mission of honoring childhood by promoting collective responsibility for the care and protection of children. In 2012, the institute launched a contest for the development of its new brand. Fresh from a work experience in Miami and in the sixth semester of my Design degree, I was looking for an internship when I was captivated by the briefing and positioning of Alana and decided to participate. I was selected as the contest winner, met their office, and even won a Branding course at the University of Arts London. Although the project is old, I hold a special affection for the entire story and experience I had during that process.