Guarapuava te abraça

A public communication campaign built around care, proximity and the idea of a city that embraces its people.

Overview

“Guarapuava te Abraça” is a communication campaign created for the Prefeitura de Guarapuava, designed to strengthen the connection between the city and its people through a warmer, more human and recognizable visual language.

Industry

Government / Public Communication

Services

Art Direction / Campaign Concept / Key Visual / Visual System / Social Media / Outdoor Media / Graphic Design

My Role

I worked on the campaign concept, art direction and visual development, creating the key visual and a flexible graphic system for different communication formats.

The Concept

The central idea transforms the act of an embrace into a visual metaphor for care, presence and connection.

The graphic hands wrap around people and city imagery, reinforcing the message that public communication can feel closer, more welcoming and more human.

Key Visual

The key visual combines expressive typography, strong color contrasts, photography and the recurring embrace element to create a distinctive and easily recognizable campaign identity.

Visual System

A flexible system was developed to work across different audiences, subjects and color combinations while maintaining the same core campaign language.

The design adapts naturally to social media, institutional communication and outdoor formats.

Applications

The campaign was designed to scale across digital content, social media, outdoor advertising and other public communication touchpoints.

Outcome

The result is a vibrant and people-centered campaign identity that gives Guarapuava a warmer and more contemporary visual presence while maintaining institutional clarity.

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