In politics, image is key. In an increasingly visual world, candidates are looking to design to help them better communicate who they are and what they stand for. Here in Maranhão, designers for political campaigns have generally worked with a limited palette of colors and icons: reds, whites, and blues; stars and stripes. That was not enough anymore. For new candidates, especially, to run and win, logos needed personality, authenticity, and punch. We consume information differently now, we’re constantly staring at screens with visual content, and we’re used to higher levels of design. The social media and general online presence was, of course, aligned with the general direction for TV and Print ads, created by Leiaute Propaganda from Salvador, Bahia. The main goal was to create a visual language that differs from the old and traditional, political style and to generate a more"popular" visual language that people could identify with, using bold and bright colors, as seen everywhere in Maranhão every day culture. Since Maranhão basically was governed by the same oligarchy for the past 50 years it was a big challenge to produce a new way of visual communication, especially in a region that lacked behind the rest of the country in economic terms but also where social media platforms, smartphones and the internet itself were starting to grow drastically at that time of the election period. This was the first election in Maranhão state where social media played a huge role, simply by the access to it, that people had for the first time in their life. We knew that the rivals traditional approach to campaign via TV and Radio wasn’t able to reach every corner of the state but almost everyone had a smartphone and access to social media, which worked to our benefit. Despite that almost all traditional media outlets, such as TV and Radio stations, traditional newspapers and journals were under the control of the Oligarchy, the information and messages we had to deliver, went out and was received everywhere. In closing, design and social media can play a big role in increasing turnout, by standing out from the rest and simply by reminding people why voting matters, and how to get involved. Flávio Dino was elected Governor of Maranhão State by 63,52% of the vote.
State Government Election campaign 2014
Oliver Jurique is a art director, editor, designer and visual artist focused on creating unique experiences and experimental visuals, somewhere in the field between moving and non-moving images. He has created visuals for a variety of media formats , for advertising and political campaigns to title sequences, documentaries, music videos and film.
Born and raised in Germany, he moved to Rio de Janeiro, Brazil in 2005, where he has spent almost 14 years to pursue more work and new experiences as a creative for studios and production houses; exploring new ways of communication between our digital and physical worlds and investigate the boundaries between disciplines. He also holds a bachelors degree in cinema from UNESA, Rio de Janeiro, graduated in 2009.
He has worked for clients such as State Government of Maranhão, Lula Presidential Election Campaign 2018, Globo, Yahoo America Latina, ZDF, Arte, DFROST, Russell Brand and Mandalah and brands including Nissan, H.Stern, Cantão, Eva, Riachuelo, Cadenzza, or Victorinox.