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Résumé
All work

Public sector · Institutional communication

New National ID & State Modernization

Institutional design for the federal programs modernizing the Brazilian state.

The front of Brazil’s new National Identity Card, with the green and blue security background, QR code and placeholder data.
Client
Presidency of the Republic · SEME
Year
2022–2023
Role
Graphic Designer
Disciplines
Brand identity, Art direction, Events, Motion

Context

At the Secretariat for State Modernization (SEME), part of the Presidency of the Republic, I designed for federal initiatives such as the new National Identity Card (CIN), Doing Business Brasil and TransformaGov, across identities, campaigns, digital content, events and live broadcasts.

Challenge

Public communication has to be clear to every citizen, consistent with the Federal Government’s identity and exact in every detail, especially for a document as visible as a national ID card.

Strategy

Strategy

Work inside the government’s visual framework, with a strong focus on readability, consistency and practical application across presentations, social media, events and broadcasts.

Creative direction

How it comes together.

  1. Institutional alignment

    Every piece is articulated with the Federal Government’s identity and the Moderniza Brasil program’s colors and marks.

  2. Readability

    Short messages, firm hierarchy and generous contrast for audiences of every age and context.

  3. Standardization

    The CIN demanded clarity, standardization, visual security and institutional alignment at a national scale.

My contribution

  • Participation in the CIN’s visual development and strategic planning
  • Communication materials and presentations
  • Participation in organizing the CIN launch campaign
  • Identities, key visuals, campaigns and motion graphics for SEME programs

Development

The work.

A highly relevant public-sector project that required clarity, standardization, visual security and institutional alignment.

Moderniza Brasil invitation for a meeting with the minister, in white with yellow and green corners.
Moderniza Brasil Revisaço card showing the regulatory review numbers.
Moderniza Brasil card announcing an approved provisional measure on public records.
Moderniza Brasil post on memoranda to improve Brazil’s business environment.
Bora Doar! poster for SEME’s internal donation drive.
Moderniza Brasil banner on modernizing education, public security and access to credit.
Moderniza Brasil: invitations, results and announcements inside the federal identity.
SEME logotype in the colors of the Brazilian flag.
Announcement layout featuring the new National Identity Card.
SEME’s mark and communication for the new National Identity Card.
Launch ceremony: the new National Identity Card on the big screen, with a sign language interpreter inset, a speaker at the podium and the audience photographing it.
© Fabio Rodrigues-Pozzebom/Agência Brasil
The launch of the new National Identity Card.
Front of the new National Identity Card with placeholder data and a silhouette in place of the photo.
Front and back of the new National Identity Card side by side, with the QR code, accessibility symbols and the Law 7,116 band.
The card’s front, and the front and back laid out together.
Four phone screens of the digital ID: front, back with the machine-readable zone, QR code and personal information.
The digital version: front, back, QR code and personal information.
gov+legal program mark over a green, yellow and blue band.
gov+legal, one of the program marks applied across SEME’s communication.

Next project

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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)