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Con Criterio — Social Positioning Campaign

The context: Con Criterio is a platform focused on economic analysis and commentary. The goal was to position the brand on social media around its core economic focus areas, but 2020's pandemic isolation completely changed how audiences were engaging with content, so the strategy had to adapt to that new reality.

The idea: Instead of one static campaign, we developed a series of forums, each with its own name and topic, unified under one overarching vision. Every forum carried its own distinct visual line, different enough to feel fresh and specific to its subject, while staying anchored to the same core brand identity throughout.

My role: As part of my work with Cedetrabajo, I led design and art direction for the campaign, building the flexible visual system that let each forum feel distinct while keeping Con Criterio instantly recognisable across every post.

What I did:

Designed a modular visual system adaptable across a series of themed sub-campaigns

Directed the graphic line for each forum while maintaining consistent brand identity

Adapted content for social media formats in response to shifting audience behaviour during the pandemic