Campaign .PT
A campaign identity built around one graphic gesture — art direction, posters and applications.
Role
Art Direction, Visual Communication
Scope
Campaign identity, posters, digital formats
Tools
Adobe Creative Suite, Figma
One shape, one colour family, one typographic voice — a campaign that stays recognisable across every format it appears in.
01
Starting point
One gesture
The campaign is built on a single gesture: an organic block of blue that behaves like ink, shifting from deep navy to electric cobalt. Everything else stays quiet so the shape can speak.
02
Direction
Restraint as the creative direction
Restraint was the direction. One colour family, one shape, one typographic voice. Layouts breathe and the shape is allowed to bleed, crop and repeat across formats.
03
Visual development
Designed as a printed object
The shape was explored as a printed object rather than a digital asset — testing how the gradient sits on uncoated paper, how it reads at poster scale, and how it behaves when cropped.
04
Typography
One voice, set large
A single geometric sans, set large and tight, with small tracked-out labels carrying context. No decorative type.
05
Applications
The same constant, every format
Posters, digital banners and social formats were designed from the same system, with the shape acting as the constant across every placement.
- Adobe Creative Suite
- Figma