Menos, an organisation based in Portugal, reached out last August with a challenge. They wanted to radically change their identity, including their name, to better reflect what they do and who they do it for. Menos, now known as Impulso, is an organisation that fosters entrepreneurship through different programs aimed at supporting entrepreneurs and small businesses. João and Frederica, the organisation leads, felt their identity needed to showcase the energy their programs unlock in their entrepreneurs, playfully and humanly. These became the core concepts of their new brand: Energy, Playfulness, and Humanity.