Porto, 1 September 2026 — Católica Porto Business School is now Católica Porto School of Business and Economics (Católica Porto SBE), with a new identity that reflects the School’s evolution and reinforces its international ambition in education, research and engagement with society in the fields of Management and Economics.
More comprehensive, clear and aligned with the institution’s current scope, the new name clarifies the School’s breadth – with programmes spanning undergraduate, Master’s, doctoral and executive education, as well as research and applied research for businesses – makes Economics an explicit part of the School’s identity and marks a new chapter in a journey built over almost four decades.
The new identity is accompanied by a new positioning and signature: “Irreplaceable Humans”. The concept is rooted in the conviction that, in a world profoundly transformed by artificial intelligence, automation and technological acceleration, uniquely human qualities such as critical thinking, creativity, collaboration, empathetic and ethical leadership, and the ability to make decisions with impact remain essential.
“Technology is profoundly transforming the way we live, work and make decisions. But the future will not be defined by technology alone: it will be defined by the people capable of giving it meaning and putting it at the service of the common good,” says João Pinto, Dean of Católica Porto School of Business and Economics.
According to João Pinto, this vision also reflects the School’s approach to education: a learning experience built on close relationships between students and faculty, where academic rigour, research and strong engagement with organisations go hand in hand with the development of each person.
The new positioning is the result of a process of reviewing the School’s strategic plan, alongside consultation and alignment with different stakeholders, including students, staff, alumni, partners and other organisations.
“Irreplaceable Humans”: new signature and new campaign from Católica Porto SBE
For this project, Sofia Graça, Head of Marketing and Communication at Católica Porto SBE, said: “In addition to our team, which was fantastic, we brought in other partners. For the communication strategy, we worked with Saint Pirate and el-Hey on the School’s new positioning and signature: Irreplaceable Humans.”
These were also the partners selected to develop the multi-channel campaign, which launches today across television, out-of-home, press and paid digital media, with digital agency Right Zero also contributing to the project.
Built around the idea of being “Irreplaceable”, the creative concept puts the spotlight on gestures, relationships and experiences that cannot be replaced: some more universal, such as winter sunshine, morning coffee and music that helps us concentrate; others that are specific to Católica Porto SBE, including the close relationship between faculty and students, knowing students by name, innovative learning formats, strong connections with businesses and a constant sense of care for others. These are all part of the essence of Católica Porto SBE, across its programmes and areas of activity, alongside excellence in education and research in Management and Economics.
