Branding · 2026

EuCorp

What if a career was a personal story?

EUCORP is a methodology by Proposito Human Capital Solutions, a firm working in strategic recruitment and leadership development. It grew out of a book by the CEO of Grupo Proposito, "EUCORP: Reflections on Career, Personal Life and Purpose", into a leadership development method with an individual track (EUCORP) and a collective one (WECORP). The name turns on a pun that only works in Portuguese: "eu" means "I".

The design work overlays the letters E and U into a single construction, a symbol that holds past and present, identity and reputation, trajectory and vision at the same time. To that we added the dimension of the future, personal and professional, through an element resembling a beam of light; a direct nod to the author's own image of the leader as a lighthouse, someone with a systemic view who points out paths and steers around obstacles.

To give the brand more personality, a small adjustment was made to the letter 'u', emphasising the focus on each person's individuality (the "eu", Portuguese for "I") and laying the foundation for the logo.

From that stylised 'eu' comes the logo: a human silhouette that points to personal reflection and to each person's own story. The lighthouse is woven in subtly, bringing the symbolism of a light that shows the way, along with a visual ambiguity that suggests a speech bubble.

The logo accommodates variation: the "eu" can be replaced with anyone's name, making the attention to each individual story even more explicit.

A branded house is when a company uses one strong master brand to organise and lend credibility to all of its products, services or sub-brands, as if everything lived under the same brand "roof".