_CURSO CLIO
15 year giving a brand a face
_A visual trajectory spanning years!
There are projects measured by the volume of pieces delivered... and there are others measured by years of presence, decision-making, and continuous construction.
CLIO is the second case (or at least, that's how I see it...)
_Overview of the board
Curso Clio was a growing brand among the main and most traditional preparatory courses for the diplomatic career in Brazil, operating nationally since 2003 and with a highly demanding and specific target audience.
Already part of the Damásio Educacional group's course portfolio since 2010, Clio maintained its sui generis identity and positioning compared to other so-called "mainstream" preparatory courses.
The challenge was to preserve this distinction over time, maintaining a brand with its own personality operating within a larger corporate structure—including navigating management changes, portfolio growth, roll-up processes, etc.
_Memory, Time, and Presence
Almost 15 years within the same brand teaches things that no briefing can deliver: you learn where the brand has a voice, where it falters, what the public recognizes from afar, and what seems like "departmental trips." At Clio, my job was to keep this understanding alive in campaigns, products, digital pieces, print materials, video lessons, social media, podcasts, and motion graphics.
The brand needed to grow, change context, and traverse larger structures without losing its own footprint... That was the job: to provide consistency without rigidity. A LIVING brand has to change (it just can't be every Tuesday).
_The Brand as a Living System
The brand was treated as a living visual system – not as a "set of pieces." The work encompassed branding, art direction in institutional and enrollment campaigns, development of educational products, video lessons, digital and print content, social media, podcasts, motion design, etc., always guided by a coherent and recognizable visual language.
One of the most enduring pillars was the development of Barãozinho – a character that functioned as the brand's persona, with its own presence on social media and a role as a narrative link between different campaigns, products, and communication channels.
_Stories stick
It's impossible to summarize a decade and a half of work on a portfolio page without somehow testing the visitor's patience.
But the essential point is clear: the Clio built a recognizable, flexible identity that was very present in its segment. At one point, it achieved 100% national approval in stages of the diplomatic selection process – and the brand knew how to speak to this demanding audience without seeming generic.
Best test? Ask a diplomat today if he knows the Clio. The answer usually comes before the question is even finished...