The Challenge: Capturing a Dual Frequency in a Unified System

B2 is Brazil’s leading agency for the university segment, specializing in the high-stakes world of graduation committees and academic entities. They needed two distinct printed publications to speak to two different “souls” of the student experience. The challenge was to maintain a cohesive agency brand across both while shifting the editorial focus from high-end ceremonial prestige to kinetic youth lifestyle.

The Concept: One Grid, Two Worlds

I approached this project by developing a rigorous, shared visual identity and grid system that anchored both publications. This structural consistency allowed the agency to present a unified front to the market while the content adapted to its specific audience:

• The Ceremonial Edition: Focused on high-standard graduation ceremonies. It served as a record of achievement, using the shared grid to present emotional photography and joyful layouts.
• The Lifestyle Edition: Focused on the “now” of academic life and consumer habits. It used the same structural DNA but injected it with the energy of campus life to catch the eye of a generation in flux.

The Execution: Full Editorial Management

I handled the complete lifecycle of both publications, ensuring the design and content worked in total lockstep:

• Visual Identity & The Doodle Aesthetic: I developed a wide range of custom illustrations in a doodle style, specifically designed to match the B2 visual identity. These hand-drawn elements added a layer of irreverence and familiarity that resonated with the student demographic.
• Technical Production & Tactile Quality: To ensure a premium feel, I specified a high-standard matte coating for the covers and utilized a thick-weight couché paper for the inner pages. This choice gave the magazines a substantial, “collectible” physical presence.
• Content Management: My role included organizing the pauta (agenda), performing text reviews, and managing the pagination to ensure the flow of information remained engaging from cover to cover.
• Production Interface: I managed the direct interface with the graphic production teams, ensuring the high-fidelity of the print matched the digital designs.

The Impact: Mapping the Youth Zeitgeist

The result was a powerful pair of communication tools that successfully turned “niche events” into “premium advertising real estate.” By utilizing a consistent structural identity, we elevated the agency’s brand authority while providing a clear, attractive “entry point” for global brands to engage with the Brazilian youth market.

The Professional Takeaway

This project highlights my ability to manage large-scale editorial projects with technical precision. It demonstrates a capacity to maintain a strict brand identity while adapting tone and illustration style to meet specific audience needs. It proves that a well-designed, tactile magazine remains a definitive tool for building authority within a segmented market.