SETU – PR

Creating a dynamic visual system to promote tourism, culture and destinations across Paraná.

Overview

SETU PR is responsible for promoting tourism and strengthening the visibility of Paraná as a destination, connecting travelers with the state’s cities, attractions, culture, events and experiences.

The project focused on developing a flexible and engaging visual language for digital communication, combining institutional credibility with a more contemporary, vibrant and destination-driven approach.

The work covered social media campaigns, tourism content, cultural initiatives, seasonal communication and special projects designed to highlight Paraná’s diversity.

Industry

Tourism / Government / Culture / Public Communication

Services

• Art Direction
• Social Media Design
• Campaign Design
• Visual Systems
• Digital Communication
• Content Design
• Creative AI
• Image Direction

My Role

I was responsible for art direction and the development of visual concepts for different SETU PR campaigns and digital initiatives.

My role included translating institutional and tourism-related content into more attractive visual narratives, creating key visuals, campaign systems, social media pieces and adaptable visual structures for different themes and destinations.

I also incorporated AI-assisted workflows into image creation and visual exploration, accelerating production while maintaining creative direction and consistency across campaigns.

The Challenge

Tourism communication needs to balance information with aspiration.

The challenge was to create content capable of promoting very different subjects — destinations, cultural achievements, events, travel behavior, seasonal campaigns and public initiatives — while maintaining a recognizable connection with the Paraná tourism brand.

The visual system needed to communicate:

• diversity
• discovery
• culture
• accessibility
• energy
• regional identity
• institutional credibility

Visual Direction

The visual direction was developed to be expressive, flexible and highly adaptable.

Photography, bold typography, collage, dimensional compositions and graphic elements were combined according to the tone of each campaign, allowing communication to shift from institutional to playful, cultural or promotional without losing consistency.

Strong colors and clear visual hierarchy help each piece stand out while preserving a unified brand presence.

Tourism Campaigns

Campaigns were designed to transform tourism information into visually engaging stories.

Content ranged from destination discovery and travel tips to cultural landmarks and tourism experiences, using more editorial and lifestyle-oriented compositions to create emotional connection with the audience.

Projects such as “Coisas que todo turista faz” explored a more playful visual language, using collage, travel objects and recognizable tourist behaviors to create approachable and shareable content.

Culture & Institutional Communication

Part of the work also involved communicating achievements connected to Paraná’s cultural and tourism ecosystem.

Institutional subjects were treated with a more premium and editorial visual language, creating stronger perception of relevance and value while preserving clarity and accessibility.

This approach was used in content celebrating cultural recognition, events and important milestones for the state.

Seasonal Campaigns

Seasonal communication required the system to adapt to more expressive and emotional visual universes.

Christmas campaigns, for example, connected destinations across Paraná through a unified festive language while allowing each city, event or attraction to maintain its own character.

The result was a scalable campaign structure capable of supporting multiple locations and large volumes of content.

Creative AI Workflow

AI-assisted tools were integrated into the creative process to support concept development, image generation, compositing and rapid visual experimentation.

This allowed more ambitious campaign environments and mockups to be explored within shorter production cycles while keeping human art direction at the center of the process.

AI was used as a production and ideation layer rather than as a substitute for design decisions.

Outcome

The project resulted in a broader and more flexible visual ecosystem for SETU PR’s digital communication.

Different campaigns, seasonal initiatives and institutional subjects could be presented with their own visual personality while remaining connected to the overall tourism brand.

The work helped create a more contemporary, engaging and scalable communication system capable of promoting Paraná through culture, destinations and experiences.

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