Damassa
- Client
- Jacson Damasceno
- Discipline
- Political campaign, visual strategy and art direction
- Year
- 2022
Launch campaign for Jacson Damasceno's first run for State Representative. The identity transformed his popularity as a journalist and television host into a close, vibrant and irreverent communication style, keeping his spontaneity as the campaign's main asset.
The challenge
Jacson Damasceno was already widely recognized by the public for his television career and for a communication style shaped by humor, energy and proximity. Since this was his first political campaign, the challenge was to introduce this new role without losing the personality that had built his relationship with the audience. The campaign needed to turn recognition into electoral identification, communicate the candidate number clearly and present Jacson as an accessible, popular figure ready to represent people in the State Legislative Assembly.
My role
I led the visual strategy, creative concept and art direction of the campaign. I was responsible for developing the key visual, defining the graphic language and building a visual system capable of maintaining consistency and recognition across different campaign formats.
Decisions
Sou da massa
The concept was built from the candidate's surname and his close relationship with the public. “Damassa” works as a signature, a popular expression and a recognition device, turning his name into a simple, memorable and highly shareable message. The language brings Jacson closer to people without creating an artificial persona. The campaign embraces his spontaneous and humorous personality as a central part of the positioning.
Energy that takes over the screen
The identity uses bold colors, oversized typography and high-impact compositions to visually express the candidate's energy. Blue structures the communication and reinforces the party connection. Green adds enthusiasm and proximity, while yellow, red and white create contrast, rhythm and hierarchy between the candidate's name, number and campaign messages.
Politics with spontaneity
Instead of adopting an overly formal communication style, the campaign used humor, popular expressions and more natural images of the candidate. This decision preserved his authenticity and reduced the distance between the television personality already known by the public and the first-time political candidate.
Name and number as protagonists
The visual system was designed to ensure fast reading and immediate recognition, especially across social media and high-frequency campaign materials. The candidate's name, number and role received maximum hierarchy, supported by graphic elements, textures and color blocks that maintained consistency without limiting the variety of messages.
Outcome
- 200K people reached during the campaign
- 32% growth across social media channels
Pieces
