How do you transform a government vision into a brand that speaks directly to a global community of Cypriots?

The Government of Cyprus, alongside Invest Cyprus (CIPA) and with the support of Cyprus Chamber of Commerce and Industry (CCCI), set out to launch a brain gain initiative. The goal was to encourage talented Cypriot professionals living and working abroad to return home and contribute to the island’s future.

Our client, Invest Cyprus (CIPA), entrusted us with translating this vision into a brand with both institutional gravitas and international appeal.

The project involved two phases. First, the creation of a complete Brand ID that could support the initiative across all its future actions. Second, the design and rollout of the branding for the initiative’s first major event in London, on 21 May 2025.

To succeed, the initiative needed more than just messaging. It needed a brand that would inspire pride and participation. One that felt credible enough for institutional use but fresh enough to connect with international audiences.

We named the initiative Minds in Cyprus, a simple, human and confident name that puts Cypriot talent at the heart of the message. It speaks to identity, belonging and contribution while clearly positioning Cyprus as the destination.

To define the campaign’s purpose, we introduced the tagline:
“The Brain Gain Initiative”
A clear and descriptive line that communicates what the initiative is about and who it’s for.

To inspire emotional connection, we created the slogan:
“Return to your future”
A message that invites Cypriots abroad to come back not just to a place, but to opportunity, community and growth.

The visual identity was designed around the idea of return and momentum. A custom icon, built from radiating lines, symbolises the many paths of Cypriot professionals abroad converging back to Cyprus. The logo is paired with clean, structured typography and a colour palette inspired by the national colours of Cyprus, deep green and warm orange, expressing trust, renewal and optimism.

The Brand ID included:

• Logo and visual identity
• Tagline and campaign slogan
• Key visuals and graphic direction
• Templates for digital and social use

This identity now supports the initiative in all its ongoing communications and future actions.

For the event in London, we also created:

• Ιnvitations
• Event agenda
• On-location branding including stage design, signage, name badges, presentation templates and an emotional and empowering video that opened the event

Minds in Cyprus launched at a flagship event in London, under the auspices of the President of the Republic. The event brought together members of the Cypriot diaspora, business leaders and government representatives. It was a moment of connection and pride, brought to life through a strong and cohesive visual presence.

We are proud to have created a brand that brings together people, purpose and place, one that will grow with the initiative and continue to support Cyprus’ connection with its global talent.