Skip to content
Résumé
All work

Art direction · Campaigns · Landing pages

Launch Campaign Systems

Visual systems for product launches and conversion-driven campaigns.

Three campaign photographs side by side: Bruno OM seen from above in a glowing wheel of investment types, Fábio Castro standing with arms crossed in a jewelry stockroom, and Paula Pavan wrapped in a measuring tape on raspberry.
Client
Mutante Digital · Descomplica Idiomas
Year
2025–2026
Role
Art Director / Senior Graphic Designer
Disciplines
Art direction, Brand identity, Digital & UX/UI, Events, Motion

Context

Education brands that sell online live on launches: free live classes, countdowns, seasonal offers and a checkout at the end. At Mutante Digital I lead identities, key visuals and campaigns for creators who sell courses and programs: Bruno OM in personal finance, Fábio Castro in semi-fine jewelry, Paula Pavan in nutrition and Camila Imanisi in fitness. Before that, at Descomplica Idiomas, I designed the launches of an English-course brand.

Challenge

Creator-led brands live in social feeds, where every post competes for attention. Each launch still has to read as one coherent brand, from the first teaser to the checkout, and the offer often changes while the campaign is running.

Strategy

Strategy

Give each brand a recognizable visual world (color, type and photographic style), back it with a system the team can reuse, and structure every launch as a sequence: announcement, countdown, live class and last call.

Creative direction

How it comes together.

  1. Launch sequences

    Reminders escalate from five days to go to live now while keeping one structure, so the audience follows the story.

  2. One argument per piece

    Each ad says one thing: the price, the bonuses, the deadline, the method. Short provocative headlines, the host or the product large.

  3. Templates, not one-offs

    Campaigns were built as layout templates with the copy in one place. When the Jornada offer changed mid-campaign, every post, story and display ad was updated in one pass.

  4. Distinct worlds

    Neon green on black for Destravando, gold on black for the Jornada, emerald and gold for the Fórmula, raspberry for Paula, olive and orange for Leve Sem Culpa, an American theme for Descomplica’s Super Aula. New moods, each brand still recognizable.

  5. Systems behind the ads

    A design system for A Fórmula da Semijoia and brand manuals for two live events, so every new piece starts from rules the team already has.

Deliverables

  • Brand identities and manuals
  • Design system
  • Launch countdowns and live-class reminders
  • Instagram, display and YouTube
  • Landing pages and checkout banners
  • Comic and editorial carousels

Development

The work.

Destravando Seus Investimentos

Bruno OM’s free live classes on investing: neon green on black, the host in low-key light and a countdown that keeps one structure from the first reminder to “live now”.

Faltam 5 dias: countdown written on a chalkboard behind the host.
Faltam 4 dias: the host leaning back with his feet up, “improviso” highlighted in green.
Faltam 2 dias: the host standing in a dark studio.
É hoje: the host in front of a board of financial charts.
Ao vivo agora: the host seated beside an empty chair, inviting viewers to join.
One structure from “5 days to go” to “live now”.
YouTube thumbnail for Destravando class 1, O mapa da carteira: the host seen from above, standing in a glowing wheel of investment types.
YouTube thumbnail for Destravando class 3, Comprar, vender ou esperar?: the host falling toward the viewer between red market screens.
Thumbnails for the live classes. Each title gets its own scene: a map of the portfolio for class 1, a market in free fall for class 3.
Carousel cover: the host seen from above beside the question of whether your portfolio is a portfolio or a bet.
Carousel slide: most people hunt for the perfect stock when the right proportion is what decides the result.
Carousel slide: a different market won each year from 2023 to 2026, listed with trophies.
Carousel slide: three equal columns of 33% for Brazilian stocks, real estate funds and US stocks.
Carousel slide: a color scale from ideal to change now, based on the weight of your largest asset.
Carousel slide: a three-step pyramid previewing what the live class will teach.
Closing slide: the allocation map shown live, with a WhatsApp bonus and a comment-to-get-the-link call.
Class 1 reminder carousel: a self-test that leads into the live class.
Destravando story: Estou ao vivo, the host writing on a chalkboard.
Destravando story: O que fazer, over a wall of market headlines.
Destravando story: the host holding a burning banknote.
Stories for the live classes.
Destravando landing page: “4 dias para evitar que, daqui a 10 anos…” with a sign-up form.
The sign-up page continues the campaign’s narrative.

A Jornada do Investidor Comum · Black Friday

The Black Friday campaign for Bruno OM’s investing course, built on the campaign’s visual identity guide: black, deep green and gold, the host in warm light and a mountain sunrise as the promise. It ran in three waves: launch, reopening and comic carousels for the last days.

Feed post: 12x de R$128,97 in large gold type above the host, “a oferta mais ousada da Black Friday”.
Feed post: “Não é só o preço. Tem muito mais.” with the bonus logos and the rewards for the first buyers.
Feed post: “Sua carteira está preparada?” with a gold shield and the Desafio Carteira Blindada seal.
Feed post: “Imprevistos acontecem. Estar preparado faz diferença.” with the host at his desk.
Feed post: “Pare de adiar suas metas financeiras.” with the host gesturing toward the viewer.
Feed post: “3 anos de acesso” over a man on a mountain at sunrise, with a trail marked year 1, 2 and 3.
Feed post: “Você vai deixar essa oportunidade passar?” with the host pointing at the viewer and the order of the bonuses.
Feed post: the full offer, three years of access and six bonuses, beside the host.
Launch: eight feed posts, one argument each, also delivered as stories.
One reopening ad in seven display sizes on a dark background: 160 × 600, 600 × 314, 300 × 300, 250 × 250, 300 × 100, 300 × 50 and 970 × 90.
One creative across seven display sizes. Each size has its own layout and order of priority; the thinnest banners keep only logo, headline and button.
Horizontal banner: “Dois acessos à Jornada” on the left, the host with arms crossed in the center and the Black Friday logo on the right, over a mountain sunrise.
Horizontal banner: “O método pra saber quando comprar, vender ou manter” beside the host and the Black Friday logo.
Enrollment banners for the last days of the offer.
YouTube channel art: the logo, “Matrículas abertas!”, the host and a grid of bonus icons in a strip across a mountain sunrise.
YouTube channel art. Everything that matters sits in the strip every device shows.
Reopening post: “O mercado devolve dinheiro. O tempo perdido, não.” with the host beside a gold alarm clock.
Reopening post: “Anos de tentativa e erro… pulados” with the eight bonuses listed.
Reopening post: “Últimas horas para decidir” with the host touching his temple.
Reopening post: “Últimos dias para entrar nessa turma!” with the host pointing, the sunrise behind him.
Reopening post: “O tempo está contra você” with the host and the alarm clock.
Reopening post: “Reabertura relâmpago” with the host running down a mountain path.
Reopening post: “Você ganhou mais uma chance” with the host and the alarm clock.
Reopening post: “Últimas horas” with the host on a giant clock holding a megaphone.
Reopening post: “O mercado não vai te esperar” with the host reaching toward the viewer.
Reopening post: “Inscrições reabertas” with the host pointing, centered.
Reopening: older Jornada ads rebuilt in the Black Friday look, with the original copy kept and only the offer added.
Checkout banner: the logo and a Black Friday plaque on the left, the host with a sunrise halo in the center and the list of bonuses on the right.
Checkout side banner: “Acesso total”, the logo, “por 3 anos” and two benefits on a black panel.
Checkout banners: the course, the host and the bonuses in three zones, plus a side panel for the order summary.
Comic panel: a man in a mustard polo in front of a calendar with every month crossed out, “Investir R$500 por mês não vai mudar sua vida em 1 ano”.
Comic panel: the man on a sofa looking at R$6 mil on his phone, “(não desanime!)”.
Comic panel: the man pointing excitedly at a rising chart, R$38.280 after five years.
Comic panel: the man in an armchair beside stacks of cash, R$99.931 after ten years.
Comic panel: the man, now white-haired, in a hammock with R$1.031.421 on his phone after thirty years.
Comic panel: the man in the hammock beside a friend holding an empty wallet, “Os 30 anos passam igual pros dois!”.
Comic panel: a hiker on a long road past signs reading Bolsa caiu, Conta do mês and Notícia ruim.
Comic panel: the host in glasses, in a speech balloon, on starting at 40 with R$500 in the account.
Offer panel: the host on a mountain peak at sunrise beside the logo, the offer list and the call to comment JORNADA.
Comic carousel “R$500 por mês”: thirty years of compound interest in nine panels, ending on the offer.
Comic cover: two friends, both 40, holding coffee mugs in the same kitchen, “Dois amigos. 40 anos. Mesmo salário de R$5 mil!”.
Comic panel “A escolha”: one friend sets aside R$500 on his phone before paying the bills, the other waits for money to be left over.
Comic panel “Aos 50”: at a barbecue, one friend shows R$99.931 on his phone, the other still has nothing saved.
Comic panel “Aos 59”: one friend relaxes in a hammock with R$320.781, the other leans on a porch rail with nothing.
Comic panel: the friend who waited pushes a mountain of coins uphill, showing what starting at 50 would cost each month.
Comic panel: a man at a crossroads facing signs that read Bolsa caiu, Ação ou FII? and Vendo ou seguro?.
Comic panel: the host in glasses beside the friend who invested, in a speech balloon about starting at 40.
Offer panel: the host on a mountain at sunrise, the logo, the two-accesses offer and the call to comment JORNADA.
Comic carousel “Dois amigos”: two friends, two decisions, the same thirty years.
Jornada do Investidor Comum post: the host with a presidential sash, “O resultado da eleição você não controla”.
Jornada do Investidor Comum post: pay for one year, get three.
Jornada do Investidor Comum post: últimas horas para decidir, on a phone screen.
Earlier Jornada campaigns: gold on black for a premium investment program.

Organizando a Casa and Minuto do Investidor

Everyday content for Bruno OM: stories for a personal-finance spreadsheet and a weekly market recap built for quick reading; some editions close on the launch running that week.

Organize hoje, invista mais amanhã: story offering the spreadsheet for R$37.
Sua carteira não precisa só render mais: story on turning everyday spending into investments.
Story showing R$300 lost each month could become R$18,000 in five years.
Você está deixando aportes no bolso: story with the host at a desk.
Veja para onde seu dinheiro vai: story with a piggy bank and coins.
O mesmo salário, dois destinos: story comparing outcomes with and without the spreadsheet.
Organizando a Casa: vertical stories for a personal-finance spreadsheet product.
Minuto do Investidor carousel cover: the most important market news of the week.
Carousel slide on Petrobras rising while the Ibovespa closed lower.
Carousel slide on Petrobras and four companies paying dividends.
Carousel slide on real estate funds gaining more investors than the stock market.
Closing slide inviting readers to subscribe via the link in bio.
Minuto do Investidor: a weekly market recap built for quick reading.
Minuto do Investidor carousel cover: the week’s most important market news, over a falling Tesouro chart, gold coins and logistics warehouses.
Carousel slide: a Tesouro Renda+ 2065 bond fell almost 40% in two weeks, explained through mark-to-market pricing.
Carousel slide: Caixa Seguridade earns R$1.18 billion and pays R$1.08 billion in dividends.
Carousel slide: the TRXF11 real estate fund moves almost R$1.4 billion in logistics warehouses.
Carousel slide: a phone showing the newsletter, asking what the three stories have in common.
Closing slide: an hourglass announcing that the Jornada do Investidor Comum Black Friday ends tomorrow, with a link-in-bio call.
Minuto do Investidor: three stories read for what they mean to a portfolio, closing on the Jornada Black Friday deadline.
Minuto do Investidor carousel cover: the week’s most important market news, over a falling Ibovespa, a bank and a real estate fund.
Carousel slide: the stock exchange triggers a circuit breaker for the first time since 2020.
Carousel slide: Banco do Brasil fell more than 31% in a single trading session, alongside other banks.
Carousel slide: not even real estate funds escaped the turbulence, with the IFIX index falling.
Carousel slide: fixed income felt it too, as the Treasury cancelled the week’s bond offerings.
Closing slide: a phone with the newsletter and an invitation to the free Semana Destravando classes, comment SDI to get the link.
Minuto do Investidor in a crash week: four stories, then an invitation to the free Semana Destravando classes.

A Fórmula da Semijoia

Fábio Castro’s course for women who sell gold-plated jewelry. Its site and social media used two brands at once; the new identity positions it as a method, “the method behind the shine”, with pearl, onyx, emerald and gold and a design system the team can reuse.

Presentation slide “O método por trás do brilho”: a gold line diamond pendant on a chain against dark green.
The brand platform. Slides from the identity presentation, in Portuguese.
Slide: the A Fórmula da Semijoia logo in white and gold on onyx.
Slide: logo versions on pearl, onyx, emerald and gold, with the symbol on its own.
Slide: the palette of pearl, onyx, emerald and gold.
Slide: the type pairing, a high-contrast serif with Mona Sans.
Slide: semantic color tokens in a light and a dark theme.
Slide: buttons, inputs and a sign-up form built from the tokens.
The client’s diamond-on-a-horizon logo redrawn for the system, its versions, palette and type, and the design system’s tokens and components.
Brand manual · Semana Lucrando com Semijoias
Manual section “Mostruário”: the concept text beside a green velvet tray whose bottom row reads Aula 1, 2 and 3.
Semana Lucrando com Semijoias, the course’s free three-class live event: every class is one more piece of your business, held in a jewelry display tray. Brand manual in Portuguese.
Manual section on color: the palette sampled from linen, tobacco leather, bronze and green velvet.
Manual section on graphic elements: the velvet tray, a price tag, linen and gold jewelry, all photographed.
Colors taken from the materials of a jewelry counter, and objects photographed instead of drawn.
Mockup: a linen jewelry box with the event logo, a gold earring and a green velvet tray.
Mockup: an earring display card with the event logo on green velvet.
Mockup: a linen notebook with the event logo beside a calculator and a gold pen.
The event logo on the objects of the trade.
Landing page · Semana Lucrando com Semijoias
Landing page hero on linen: the event logo, “O negócio mais lucrativo para começar 2027 cabe numa maleta.”, a two-step sign-up form and Fábio holding an open jewelry case.
The event’s sign-up page: one promise, a two-step form and Fábio with the jewelry case that carries the whole idea.
Landing page section on tobacco brown: the three free classes, each with a photo of Fábio, the date, the title, a short description and a green call to action.
The landing page hero on a phone: logo, dates, headline and Fábio with the open jewelry case and a “3 aulas gratuitas” tag.
The three classes, and the page on a phone.
Black Friday post: “2 treinamentos com preço especial de Black Friday” on a gold band, Fábio speaking into a microphone and the offer in a framed black box.
Black Friday post: “Não compre A Fórmula da Semijoia!” on a gold gradient beside Fábio raising an eyebrow and pointing.
Black Friday post: the same “Não compre” headline on black, with “Não compre” in red.
Black Friday post: “Esse anúncio pode não aparecer de novo!” on black with the last words in red, Fábio holding a microphone.
Black Friday post: “Esse anúncio pode não aparecer de novo!” on a red band above a lit jewelry display.
Black Friday post: “Último dia da maior Black Friday da Fórmula da Semijoia!” over Fábio on a stage facing an audience.
Black Friday post: “Últimos dias para lucrar mais com semijoias!” over Fábio and two students on stage.
Black Friday post: “Vou te dar minha lista de fornecedores 2026!” on gold beside Fábio holding a ribboned list, with gold jewelry below.
Black Friday post: “Ignore esse anúncio!” in gold above a lit jewelry display, with the offer in a white-framed box.
Black Friday sales posts in gold, black and red, with the copy kept word for word.

Emagrecendo na Perimenopausa and Nova Fase

Two lines for Paula Pavan, a nutritionist: an editorial, science-led system in petrol and raspberry for her free live class, and a joyful identity line for Nova Fase, her five-month program, built around a logo she already had.

Brand manual · Emagrecendo na Perimenopausa
Brand manual cover: the Emagrecendo na Perimenopausa logo on a raspberry panel beside Paula laughing on a pink telephone.
Brand manual for the free live class, built as a web page. In Portuguese.
Manual section “Ciência sob medida”: three concept cards and a progesterone molecule.
Manual section on color: porcelain, pink, graphite, plum, raspberry and petrol swatches with their proportions.
Manual section on type: Fraunces for titles and italics, Figtree for text and labels.
Manual section on applications: feed posts and a story with the logo, a molecule and Paula.
Real hormone molecules, drawn from their chemical structure, are the class’s only graphic element.
Countdown post: “faltam 5 dias”, Paula holding a plate of rice, beans and vegetables.
Countdown post: “faltam 4 dias”, Paula eating salmon and vegetables.
Countdown post: “faltam 3 dias”, Paula with a hand on her bloated stomach after a meal.
Countdown post: “faltam 2 dias”, Paula laughing as a pink calculator flies past.
Countdown post: “amanhã”, Paula laughing with buttered bread and a coffee cup.
Countdown post: “É hoje!”, Paula pointing at her watch.
Live post: “Ao vivo”, Paula waving beside a microphone.
Countdown posts. Each photo acts out its line: the plate, the bloated stomach, the calculator, the watch.
Nova Fase Black Friday banner: the program logo and a yellow Black Friday plaque on the left, Paula wrapped in a measuring tape in the center and the offer on the right, on raspberry silk.
Nova Fase: raspberry silk, a measuring tape that spirals around Paula and rounded type that matches the logo.
Presentation cover: the Nova Fase logo on raspberry beside Paula in a cream top and wine leggings, pointing up.
Slide: the main Nova Fase signature in cream on raspberry silk.
Slide: the symbol, a female silhouette wrapped by a measuring tape that ends in an up arrow.
Slide: the palette of raspberry, wine, cream and yellow beside a raspberry silk still life.
Slide: Paula in the raspberry studio in four poses.
Slide: Nova Fase, Desafio 21 Dias and BOOM side by side with their roles.
From the Nova Fase identity presentation: signature, symbol, palette, studio photography and how the program, its entry challenge and a partner app sit together.
Slide: the welcome kit, a bottle, a tote bag and a measuring tape with the Nova Fase logo.
Welcome kit.

Leve Sem Culpa

Launch pieces for Camila Imanisi’s abdominal training program, in olive, orange and cream. The brand’s full restructure is in the Brand Restructures case.

Leve Sem Culpa story: últimos dias, R$100 off.
Leve Sem Culpa story: últimas horas, with a large clock.
Launch stories in the Leve Sem Culpa world.
Leve Sem Culpa landing page with the program promise, before-and-after images and benefits.
The sales page.
Leve Sem Culpa · members area
Leve Sem Culpa members-area login beside the brand’s olive-and-orange key visual.
The brand carried into the members-area login.

Descomplica Idiomas

Super Black, Black November and Super Aula for an English-course brand that sells through launches on social media, YouTube, Meta Ads and landing pages. Each campaign system came first (key visual, palette, type, mockups) and was then adapted to every stage of the funnel.

Five Super Black vertical stories for Descomplica Idiomas: the host singing, pointing and smiling on a dark background framed by gold bands.
Super Black stories: the host as the face of every offer.
Super Black Vitalícia DQD logotype in outlined and solid white type with a gold tag, on black.
Black November feed post with a grid of course covers and an Inscrições abertas call to action.
The Super Black key visual and a Black November offer post.
Black November post: 15 minutos, the length of a full lesson.
Black November post: O inglês de verdade, launching the new DQD book.
Black November post: pronunciation with the TBB method, featuring the host with a phone.
Black November: one red-and-black structure, one message per post.
Super Aula poster: the host in a stars-and-stripes jacket with a red bow tie.
Super Oferta DQD poster: the host lowering flag-patterned sunglasses on blue.
Super Oferta DQD poster: the host in an Uncle Sam hat pointing at the viewer.
Super Aula poster: the host holding flag-patterned glasses on a blue background.
Super Aula and Super Oferta: an American visual theme for an English-course launch.
É hoje post for the English for travel lesson.
Post announcing the English for travel lesson is live.
É hoje post for the music lesson, with musical notes.
Replay liberado post for lesson two.
Replay liberado post for lesson four.
Tocando agora post for the most unusual lesson of the intensive course.
Daily posts for an intensive course: today, live, replay. The same frame, new content.
Super Oferta DQD landing page with the host, bullet-point benefits and a blue call-to-action button.
Oferta Relâmpago DQD landing page with a surprised host, lightning graphics and a green button.
Landing pages that continue the campaign all the way to checkout.

Next project

New National ID & State Modernization Presidency of the Republic · SEME

View case

Contact

Have a project, a role or an idea?

Strategy, art direction, design and execution, under one roof. I’m open to international roles, remote collaborations and freelance projects.

rafaelnemaareco@gmail.comLinkedIn (opens in a new tab)