Estácio: Performance Campaign Design for Postgraduate Programs
Development of a scalable visual system for student acquisition campaigns, adapted to multiple formats (desktop, mobile, social) and dozens of postgraduate programs.
The Starting Point
We needed to meet two demands:
- Brand consistency: Strictly follow the visual guidelines of one of the country's largest education institutions, ensuring immediate recognition across every asset. We had access to the branding material, but no guidance on how to use it.
- Scale and speed: Create a design system that allowed campaigns to be adapted quickly for dozens of different postgraduate programs, multiple offers (scholarships and coupons), and media formats (desktop, mobile, and stories).
Building the Request System
To solve the need for scale and speed, I developed a set of master files in Photoshop and Illustrator. In a future post, I will present a Figma Buzz solution that would solve all these issues even faster. Using Smart Objects and Adobe CC Libraries, I created a system that enabled quick replacement of course information, prices, coupons, and ambassador images such as Rebeca Andrade.
This ensured that hundreds of assets could be produced quickly and without errors, while maintaining visual consistency and enabling fast updates. The design focus was Information Hierarchy and clear CTAs (Calls to Action), optimized for ad performance.
Main Campaign “Shine Without Fear”
Key campaign pieces adapted for portal banners and social media posts.Campaign Variation “Postgraduate is for you, too”
An adaptation of the campaign identity for different messages and audiences, maintaining visual cohesion across every touchpoint.
A Scalable System: +14 Programs
The main differentiator was creating a system that could adapt the main campaign to more than 14 specific postgraduate programs, including Project Management, Nutrition, Engineering, and more.The biggest detail was the number of variations each program required: two personas (male and female), two to three different copy options, and ad, story, and animation versions in different formats—up to 116 pieces in total.
Below are some of the pieces I can publish. You may occasionally find each variation in Meta Ads Library or Google Ads Transparency Center.
Offer and Layout Variation
An example of how the visual system adapts to different promotions and compositions.
The result was the successful delivery of hundreds of digital marketing assets, allowing Estacio to launch its student acquisition campaigns quickly and cohesively across the country. The design system kept the brand strong and the conversion message clear, from a portal banner to an Instagram story.
