Coopera Black Friday
A scalable Black Friday campaign designed to become a long-term brand asset.
Coopera is a retail brand that operates within the ecosystem of Sicoob, one of the largest financial cooperative systems in Brazil.
Its role is to translate cooperative values into everyday consumer experiences, offering products and benefits to members while reinforcing the idea of collective advantage.
During Black Friday, this positioning becomes even more critical, as the brand competes for attention in a highly promotional and saturated environment.
Tools
Photoshop · Illustrator · Jira · Miro
Skills
Art Direction · Visual Systems · Campaign Thinking · Branding
Creative Strategy · Layout & Composition
THE CHALLENGE
How can we create a Black Friday campaign that performs in the short term while becoming a reusable and recognizable brand asset over time?
Instead of creating a one-off campaign, we approached Black Friday as a branding system.
The concept “Super Black Friday Coopera” was built to establish continuity, allowing the campaign to live across multiple years without losing relevance.
We leveraged Coopera’s existing brand assets to ensure consistency and recognition, but restructured them into a more dynamic and campaign-oriented visual language.
The focus was not on reinventing the brand, but on amplifying it through a strong, ownable key visual that could scale across channels and future editions.
Key work
The work focused on building a flexible key visual system that could be applied across multiple touchpoints.
This included structuring layouts, defining visual hierarchy, and ensuring that the campaign could evolve over time without losing its core identity.
All assets were designed to be reusable, making future iterations faster, more efficient, and more consistent.
I was responsible for translating the strategic intent into a cohesive visual system. Working across concept and execution, I helped define how the campaign would behave visually, ensuring that it could adapt to different formats while maintaining a strong and consistent identity.
Why this project matters
The campaign established a recognizable identity for Coopera’s Black Friday.
By shifting from a disposable campaign mindset to a reusable system, the brand gained efficiency in execution and consistency in communication across different years.
This project highlights the difference between designing campaigns and designing systems.
It shows how even highly seasonal moments can be transformed into long-term brand assets, reinforcing consistency, efficiency, and recognition over time.
