Não é culpa sua
I designed the identity and editorial system for a national campaign on depression and anxiety. The forecast was 50,000 copies. It sold 550,000.
- Client
- National campaign on depression · Brazil
- Year
- 2023
- Role
- Visual identity · editorial design · illustration
Context & challenge
People facing depression often carry guilt for it too. The campaign needed an identity that takes that weight off before giving any advice, and a magazine that could travel to churches across the country.
My role
Visual identity, editorial design and illustrations for the magazine, posters and social posts.
Process
- What I looked atWho would hold the magazine, and in what state of mind.
- What I foundGuilt came before any help could land.
- What I chose, and whyOne image, one sentence, one colour: a profile with a tangled line, black on yellow.
Key decisions
The sentence is the brand
Why: “It's not your fault” removes the weight first. Readable from across a room.
The tangled line returns inside
Why: One drawing carries the whole magazine, so every spread belongs to the same campaign.
Same rule, every format
Why: Yellow, black and the line work from a poster to a social post.
Result
- copies sold
- 550,000
- copies forecast
- 50,000
- leaders trained
- 120+
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