Grupo Macuco — Social Media Design
Social content created during my design internship at Grupo Macuco, with distinct campaigns for residential developments, calendar dates and vertical Stories.
Explore the projectContext & contribution
Grupo Macuco communicates several residential developments, each with its own location, architecture and audience. As a design intern working with the marketing team, I created feed posts, carousels and Stories to present the properties and support ongoing communication.
The work had to retain the group signature while letting each development keep its individual character.
The communication challenge
Property content must balance atmosphere with facts a buyer can use: location, spaces, amenities and a way to get in touch. I organized these details for a fast first impression and a more complete reading through the carousel or Story sequence.
Calendar and community
Individual posts for important dates, client appreciation and internal celebrations. Browse all seven pieces.
Commemorative posts
Approach — Visual Direction
The direction had to connect several residential developments without flattening their individual identities. Cine Indaiá uses film and cinema references; SPACES Paraguassu leads with its blue-and-orange architecture imagery; Castell Di João Paulo uses a quieter, premium palette.
Carousel campaigns introduce each property through a sequence: the building, interior spaces, amenities, views and a clear contact point. The posts for special dates use a different editorial rhythm while keeping the Grupo Macuco signature.
Cecília and the other vertical story sets adapt the same hierarchy to a tall screen, with the main message visible at a glance and details revealed as the sequence progresses.
A story for each address
Three complete feed carousels. Every slide stays intact and can be enlarged.
Cine Indaiá
Cinema heritage becomes a residential story.
Castell Di João Paulo
Architecture, interiors and views.
SPACES Paraguassu
From the building to amenities and contact.
Two-panel campaign
Castell di Indaiá: two connected feed compositions.
Execution — Final Design
The delivered work spans seven calendar pieces, three full feed carousels and story sets for Cecília, Cine Indaiá, Castell Di João Paulo and the wider portfolio.
Cinema details frame the Indaiá campaign; amenities and architecture structure the SPACES and João Paulo carousels. The vertical sets cover lifestyle, neighborhood, property features and brand positioning, with each complete sequence available above.
The two-panel Castell di Indaiá composition and the shorter Embaré and Gonzaga stories show how the system extends beyond a single post format.
Every development, its own voice
Tap through each five-part story sequence to follow the full narrative.
Cecília
Cine Indaiá
Castell Di João Paulo
Brand and neighborhood stories
Additional sequences introduce the group, the Castell line and the surrounding neighborhoods.
Grupo Macuco
Linha Castell
Neighborhoods
Outcome & application
The case brings seven calendar pieces, three full feed carousels and vertical series for several developments. The outcome is a body of work that shows how one marketing team can communicate multiple properties with a consistent group signature and distinct visual stories.
