MOV
- Client
- MOV Educação Integral
- Discipline
- Retention campaign, visual strategy and art direction
- Year
- 2024
A campaign created to position MOV as the natural continuation of the journey that begins at Lápis de Cor. The project connects both schools within Grupo Edu Lápis and presents MOV as the next step for students and families entering Elementary School.
The challenge
MOV is a premium school based in Natal, Brazil, focused on Elementary Education and part of Grupo Edu Lápis. Lápis de Cor had already built a strong relationship with students and families during Early Childhood Education. However, at the end of this cycle, many parents enrolled their children in other schools because they did not clearly understand that MOV was part of the same educational group. The challenge was to make this connection clear, reinforce the trust already established and position MOV as a continuation of the students' educational journey, rather than a transition to an entirely new school.
My role
I worked as Lead Designer, responsible for the creative strategy, visual concept and art direction of the campaign. I led the development of the central concept, the key visual and a graphic system designed to work across different campaign touchpoints, ensuring consistency between message, identity and positioning.
Decisions
Every direction begins with a first step
The concept reframes the transition between school stages as a moment of continuity and growth. Instead of communicating only a new school unit, the campaign presents MOV as the next step in a journey that has already begun at Lápis de Cor. The message connects the parents' decision with the development of each student's autonomy and individual path.
Blue and green in motion
Arrows became the main graphic element of the campaign, representing direction, choice, progress and continuity. Blue reinforces trust and institutional consistency, while green brings energy, growth and movement. Together, the colors create a recognizable and flexible visual system aligned with MOV's educational proposition.
One journey, two schools
The communication was designed to make it clear that Lápis de Cor and MOV are part of the same educational journey. This connection helped transfer the trust already built with families and reduce the perception of disruption between Early Childhood Education and Elementary School.
Outcome
- 120K people reached by the campaign
- 18% enrollment return rate
- 72% retention during the transition to Elementary School
Pieces
