Corrida Santa Maria Minas
I led the visual communication for the second edition Santa Maria Minas Run, a road race organized by Colégio Santa Maria Minas (Private K-12 School).
Following the success of the inaugural event—which celebrated the school's 120th anniversary and for which I had also developed the visual identity—the race became a recurring event in the school's annual calendar.
The project involved evolving the existing brand identity and extending it across a wide range of digital, print, environmental, and merchandise applications.
Transform a one-time anniversary event into a recognizable and lasting brand.
Refresh the visual identity while maintaining recognition among returning participants.
Create a visual language capable of standing out along the race route around Pampulha Lake.
Increase the appeal of the official race kit, including for participants who had already purchased merchandise from the previous edition.
Build a flexible identity system that remained consistent across every communication channel.
Connect CMS Image fields (Image 1–30)
I repositioned the race's communications by crafting a narrative that evoked the values of sports and the spirit of gathering and celebrating the end of the school year. Keywords related to these concepts became recurring graphic elements, broadening the event's meaning for different audiences.
Rather than relying on stock photography, I featured images of participants from the previous edition to strengthen community engagement, reinforce a sense of belonging, and showcase the race experience through authentic moments.
Orange became the primary accent color because it is part of the school's visual identity while providing strong contrast against the predominantly blue and green landscape surrounding Pampulha Lake.
Gradients expanded the color palette without compromising visual cohesion.
I updated the logo to identify the second edition and proposed multiple color variations for the official merchandise, encouraging repeat participants to purchase new products.
The identity system was ultimately applied across the institutional website, registration platform, school app, email marketing, social media, promotional materials, event signage, environmental graphics, and official merchandise, ensuring a consistent experience across every audience touchpoint.
