Univates Women's Day
Challenge
Create a sensitive and powerful visual identity to promote the 2019 Women's Month schedule (lectures, yoga, and cultural actions). The goal was to avoid commercial clichés and build a visual narrative that represented female strength in an authentic and connected way.
My Role
Art Direction, Creative Concept, Illustration and Graphic Design (Digital & Print).
Highlight
Working closely with a copywriter, I chose a strategy of resignification: appropriating sewing and embroidery, historically associated with domestic female labor, to create a symbol of unity and reconstruction. The visual identity used textures of threads and needles to "weave" the campaign's narrative, conveying the message that together, women stitch new stories. This tactile aesthetic was applied across mediums, from campus digital displays to physical bookmarks distributed during the event.
