Looking ahead
Unifacex
- Client
- Unifacex
- Discipline
- Campaign, art direction and visual system
- Year
- 2021
- Art direction and creative concept
- Alexandre Wake
- Planning
- Thiago Condor
- Motion design
- Hugo Souza
- Copywriting
- Luiz Manhães
- Video and photography
- Estúdio Hills
An admissions campaign for Unifacex's 2021 selection process, a university center in Natal, Brazil. The project replaced conventional promotional language with communication focused on knowledge, personal growth and the future.
We are growth
The challenge
Educational institutions often promote admissions during the same period, using similar benefits, messages and imagery. Unifacex needed to build recognition without relying only on price, course lists or application deadlines.
Off the curve
My role
I was responsible for the art direction and creative concept, including the visual language, pictogram system, campaign layouts and rollout across media, social channels and film.
The pictograms
Decisions
The idea
The campaign builds on the line Knowledge for life and turns student development into short, direct messages. Each piece combines one statement, one color and one pictogram, creating fast reading and consistency across different subjects.
The system
The pictograms share the same geometric construction and work as identity elements rather than decorative illustrations. In static pieces, they organize the message and create recognition. In motion, they transform into one another before the final brand signature appears.
The film follows the same logic. Instead of explaining courses, it places students at the center of the narrative and alternates testimonials with typographic cards. Print, video and animation therefore share one consistent voice.
