HEROES - Campaign visual identity

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‍This internal incentive campaign was designed for a leading global company with the goal of motivating and engaging employees by aligning their personal growth with the organization's objectives.

Drawing inspiration from the renowned Joseph Campbell's Hero’s Journey framework, the campaign took employees on a metaphorical journey, positioning them as heroes in their own professional stories. By framing everyday work challenges and achievements within this narrative, the campaign sought to create a sense of purpose and empowerment, encouraging employees to embrace new challenges, unlock their full potential, and be recognized for their contributions.The Hero’s Journey structure—featuring stages such as "The Call to Adventure," "The Mentor," "The Abyss," and "The Return"—was used to guide participants through various phases of the campaign.

Employees were invited to embark on a transformative experience, where their progress was celebrated through milestones and rewards that mirrored the Hero’s progression. This approach not only reinforced company values but also fostered a deeper connection between individual goals and the broader organizational mission.

The result was a highly engaging and motivational initiative that strengthened employee commitment, enhanced team collaboration, and contributed to a positive company culture on a global scale.


Creative Director: Felipe Duarte
Designer: Edivaldo Paulo
Content: Adriana Amorim