DESIGN by DraftFCB Rio De Janeiro for UNIVERSIDADE CRUZEIRO DO SUL

DESIGN

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Industry Colleges, Universities & Education Centers
Media Design & Branding
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Adilson Xavier, Ricardo John, Andre Pallu, Roberto Rezende
Copywriter Luiz Kanadani
Illustrator Gilberto C. Barros
Released February 2010

Credits & Description

Category: Posters
Advertiser: UNIVERSIDADE CRUZEIRO DO SUL
Product/Service: GRAPHIC DESIGN COURSE
Agency: GIOVANNI+DRAFTFCB
Date of First Appearance: Feb 10 2010 12:00AM
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Creative Director: Adilson Xavier (Giovanni+DraftFCB)
Creative Director: Ricardo John (Giovanni+DraftFCB)
Head of Art: Benjamin Yung Jr. (Giovanni+DraftFCB)
Art Director: Gilberto C. Barros (Giovanni+DraftFCB)
Copywriter: Luiz Kanadani (Giovanni+DraftFCB)
Illustrator: Gilberto C. Barros (Giovanni+DraftFCB)
Executive Producer: Edgar Pasotti (Giovanni+DraftFCB)
Executive Producer: Telmo Ursini (Giovanni+DraftFCB)
Service Director: Isabela Malucelli (Giovanni+DraftFCB)
Account Director: Tânia Müller (Giovanni+DraftFCB)
Account Manager: Mônica Purcino (Giovanni+DraftFCB)
Planning Director: Renata D'avila (Giovanni+DraftFCB)
Planning Manager: Utymo Oliveira (Giovanni+DraftFCB)
Planning Assistant: Rafael Camilo (Giovanni+DraftFCB)
Media Director: Alexandre Ugadin (Giovanni+DraftFCB)
Media Manager: Roberto Souza Lima (Giovanni+DraftFCB)
Media Coordinator: Denize Pacheco (Giovanni+DraftFCB)
Art Buyer: Tina Castro (Giovanni+DraftFCB)
Media placement: Posters - High Schools - 10/02/2010

Describe the challenges and key objectives
Our objective was to draw attention to the course and change its perception in terms of academic quality and its potential for practical application.

Describe the brief from the client
At the start of every year, entries are accepted for the Graphic and Product Design Course selection examination at the Cruzeiro do Sul University. Despite high demand in 2009, we believed that the number of entries could be even higher in 2010. Research indicated that the course had an out-dated image and that it could be modernized in the eyes of the target public.

Describe how you arrived at the final design

In order to increase the number of entries, we created a series of posters which were put up at prep schools and high schools. The creative concept clearly showed how good design can influence our way of seeing things, by separating the beautiful from the ugly. The strong colors and the graphic forms launched a new language of communication within the university segment, with an identity much closer to that of the concept of the course itself: design makes all the difference.

Give some indication of how successful the outcome was in the market
The number of entries for the 2010 selection exam was almost double that of the same period in the previous year, with no negative alteration in the numbers of any other course at the university, indicating that this migration came from competing universities and that there was no 'cannibalism' between courses at the Cruzeiro do Sul University itself.