Projeto Provérbios

The challenge

Projeto Provérbios calls itself the most uncomfortable event in Brazil: an in-person session of honest confrontation for people who make big decisions. The page had to sell tickets without looking like yet another motivational event, conveying seriousness and tension at once.

The solution

I built an almost-black blue with cold light, the three speakers together in the hero and italic serif lines that read like proverbs. Green appears only on the ticket button so the eye goes straight to it, and gold "Projeto Provérbios" ribbons cross the page like caution tape.