Curso Positivo

Curso Positivo is a pre-university course in Curitiba, Ponta Grossa and Joinville. Terceirão Positivo is its program for students who finish high school while preparing for entrance exams and Enem. The 2025 goal was to win at least 1,000 new students from private schools and widen the program's leadership in a market where most competitors say the same things.

The previous theme, "Vale a pena mudar", invited the audience to compare cost and benefit. Annexo read that as a dilution of leadership. The new strategy changed the question from "which offer is best?" to "who deserves my trust?". The answer is the line "Onde os melhores se preparam.", where "melhores" stands for collective excellence and "preparam" for the process that leads to the result.

The base is a gradient from purple and violet blue to magenta and orange. Yellow is reserved for highlights and calls to action, and white carries the text. Solid magenta appears only as the background for the social posts, and the video version shifts the gradient to dark teal and purple.

The word "better ones" sits inside a capsule with a thin orange and magenta gradient outline, marking the key word of the signature. A short orange and pink bar works as a separator. Translucent glass panels and photos in rounded frames keep the layout consistent, always with large text blocks on the left and image on the right.

Two photographic directions carry the campaign. One is a focused student portrait in headphones and a yellow hoodie, under warm light. The other is young people celebrating with colored powder in golden light, where the yellow clothing echoes the palette. In the PosiPlay key visual, black silhouetted hands hold a tablet to show technology as an extension of the classroom.

A assinatura percorre o key visual do PosiPlay, o encerramento de um vídeo e três posts sociais. O sistema também foi testado em outdoors, abrigos de ônibus, painéis de transporte e telas de metrô, nos formatos horizontal, quadrado e vertical. Cada formato mantém a mesma hierarquia e termina em uma chamada direta para matrícula.

The signature runs across the PosiPlay key visual, a video closing and three social posts. The system was also tested on billboards, bus shelters, transit displays and metro screens, in horizontal, square and portrait formats. Each format keeps the same hierarchy and ends on a direct enrollment call.

The campaign gives Terceirão Positivo a statement of leadership instead of an invitation to compare. One line, one highlighted word and a consistent system let the brand speak with the same firmness in a billboard, a post or a tablet screen.

Project created in 2025 at Annexo.
Brand strategy and branding: Juliano Ughini
Copywriting: Manoela Mendes
Creative Direction: Suelyn Rodrigues
Art Direction: Guilherme Casasanto and Suelyn Rodrigues
Graphic Design: Guilherme Casasanto and Suelyn Rodrigues
Todos os direitos são de propriedade do Grupo Positivo.