Alcobendas City Council entrusted Cink Venturing with the design and development of the visual identity and communication guidelines for its local entrepreneurship and innovation ecosystem.
Since 2022, the City Council has been promoting the Alcobendas Emprende initiative with the aim of consolidating the city as a benchmark in innovation and support for entrepreneurial talent. This brand acts as an institutional umbrella, providing cohesion, visibility, and projection to the city’s different public entrepreneurship spaces: Startup Alcobendas, Bulevar Coworking, and the Business Centre.
The initiative forms part of the municipal strategy to foster local economic development and to support entrepreneurs, startups, and SMEs at different stages of growth.
In this context, Alcobendas City Council relied on Cink Venturing to create a solid, coherent, and recognisable brand that would enable communication across the ecosystem to be articulated under a single narrative, while strengthening Alcobendas’ positioning as an entrepreneurial city.
The coexistence of several independent brands associated with the municipal entrepreneurship spaces was generating fragmentation in institutional communication, making it difficult to identify the ecosystem as a whole and to position it as a leading reference. Faced with this situation, Alcobendas City Council identified the need to develop a shared brand strategy that would:
In this context, Cink Venturing was responsible for developing a communication manual and brand toolkit to unify the different lines of action under the new “Alcobendas Emprende” concept. The proposal needed to respond both to the City Council’s strategic objectives and to the expectations of the local entrepreneurial ecosystem.
The work carried out by Cink began with an initial analysis phase, in which the existing assets, the values associated with the brand, and the needs of the different spaces that make up the ecosystem were studied. This phase included:
Based on this diagnosis, a visual and verbal identity proposal was developed to reflect the core values of proximity, sustainability and development. The design of the new brand mark incorporated a distinctive symbol with strong local roots: the Menina, a figure culturally associated with Alcobendas, reinterpreted with a modern and minimalist aesthetic.
The brand manual developed by Cink included:
Taking into account the individual identity of each space, the Alcobendas Emprende brand was adapted to the three sub-spaces (Startup Alcobendas, Bulevar Coworking, and the Business Centre), with differentiated use of colour and graphic nuances while maintaining overall coherence.
With this approach, target audiences are also able to understand and distinguish any specific communication from each space without difficulty.
The launch of the new visual identity was accompanied by a communication campaign across the City Council’s digital channels and those of the individual spaces. This campaign included:
Thanks to the work carried out by Cink Venturing, Alcobendas City Council now has a consolidated, recognisable, and adaptable brand that enables clear and coherent communication of all its entrepreneurship-related actions. “Alcobendas Emprende” has successfully positioned itself as a symbol of economic dynamism, innovation, and institutional support for entrepreneurial talent, aligning the identity of its spaces with the city’s strategic objectives.
The proposal was presented to and validated by municipal representatives, receiving positive feedback both for its conceptual coherence and the technical quality of the design. Since its implementation, the brand has been used in numerous initiatives, establishing itself as a reference for local entrepreneurship and as a case study in building a public identity oriented towards economic development.
