Escola de Governo
Visual ID for in-person courses
2023
My role: End-to-End Creator/Developer * Product: Visual Identity System * Timeline: 3 weeks
Overview
The Escola de Governo offers in-person training programs for public servants, but its communication materials lacked consistency and visual impact.
This project focused on developing a cohesive visual identity for in-person government courses, improving their communication across printed and digital materials while working within a highly restricted institutional color system.
Problem
The communication materials lacked visual consistency and impact, making it difficult to effectively promote in-person courses.
In addition, the project operated under a strict institutional constraint: the visual palette was limited exclusively to the official colors of the Government of the Federal District.
This restriction reduced visual flexibility and made it challenging to create differentiation and hierarchy across multiple materials while maintaining alignment with the institutional identity.
🎯 Objective
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Create a cohesive and recognizable visual identity
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Improve clarity and organization of information
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Increase the visual appeal of course communication
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Develop a system adaptable to multiple formats
⚡ Challenges
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Working within a highly restricted color palette
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Communicating dense information clearly
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Maintaining an institutional tone while improving visual appeal
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Designing for both print and digital formats
🧠 Approach
The project focused on building a structured and adaptable visual system that could operate within institutional constraints while improving clarity and consistency.
Rather than treating each material as an isolated piece, the goal was to create a unified visual language capable of scaling across different formats and course types.
🎨 Color system
The color system was developed under a strict constraint: only the official colors of the Government of the Federal District could be used.
To address this limitation, the original palette was deconstructed and reorganized into an expanded system. This allowed for greater flexibility in application, enabling hierarchy and variation across materials while maintaining full alignment with the institutional identity.
🔤 Typography
Sofia Sans was selected for its adaptability across both print and digital formats.
Its clean and contemporary design ensures strong readability in different contexts, while its extensive type family allows for clear hierarchy across different types of content.
Additionally, its full support for Portuguese language characters makes it especially suitable for institutional communication.
📐 Visual language
The visual system prioritizes straight lines and structured compositions.
These elements were intentionally used to convey stability, clarity, and institutional strength, values directly associated with the organization.
At the same time, this approach supports the organization of information, helping create consistent and readable layouts across different materials.
🧾 Applications
The visual identity was applied across a range of materials to ensure consistency and adaptability:
Impact
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+65% increase in enrollments
Course registrations grew from 22,072 (2023) to 36,447 (2024) following the implementation of the new visual identity.
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Sustained high performance
In 2025, enrollments reached 32,284, maintaining a significantly higher level compared to pre-redesign numbers.
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Improved communication effectiveness
A clearer and more structured visual system enhanced how information is delivered, making course offerings easier to understand and engage with.
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Stronger brand recognition
Consistent use of color, typography, and layout contributed to a more recognizable and professional institutional presence across platforms.
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Scalable design system
The modular approach enabled faster and more efficient production of communication materials, supporting ongoing course promotion.