MOV
- Client
- MOV Educação Integral
- Discipline
- Retention campaign, visual strategy and art direction
- Year
- 2024
- Lead Designer
- Alexandre Wake
- Creative direction
- Thiago Garcia
A campaign created to present MOV as the natural continuation of the journey that begins at Lápis de Cor, another school within the same educational group.
The challenge
At the end of Early Childhood Education, some families chose other institutions because the relationship between both schools was not clearly understood. The campaign needed to reduce the perception of disruption and frame the transition as continuity.
My role
I worked as Lead Designer, responsible for the creative strategy, concept, key visual and graphic system.
Decisions
The idea
Every direction begins with a first step connects the families’ decision to the development of each student’s autonomy.
Rather than announcing only a new school unit, the communication presents MOV as the next step in a journey that has already begun. The message carries the trust already built with families and students into the next educational stage.
The system
Arrows represent direction, choice, movement and progress. The element structures the key visual and supports multiple compositions without losing recognition.
Blue and green connect institutional trust and growth, while text, imagery and graphic elements reinforce the idea of one continuous journey across both schools.
The campaign was extended across the main enrollment and retention touchpoints.
Outcome
- 120K people reached by the campaign
- 18% enrollment return rate
- 72% retention during the transition to Elementary School
Pieces
