Brand designer connecting strategy, processes and co-creation with visual craft. Constantly exploring ways to make brands more consistent and meaningful.
Brand designer connecting strategy, processes and co-creation with visual craft. Constantly exploring ways to make brands more consistent and meaningful.
DESIGN + STRATEGY
CLASS PROJECT
Collab with: Matheus Abitbol
and Diego Garcia
In order to reposition Nubank as a full-service bank with physical locations, the project focused on balancing its digital-first heritage with an updated hybrid identity. It was essential to establish credibility, attract new customer profiles, and demonstrate that Nubank still holds the innovation key in a highly competitive market.
A timeline was built to understand the brand's communication history. An external analysis revealed the challenge: competing brands adopted aesthetics and user experiences similar to Nubank's early innovations, and now Nubank needed to maintain authenticity and distinguish itself. Nubank's evolution from "Simple and Cool" to "Simple and Secure" highlighted the strategic opportunity to emphasize trust, transparency, and stability without sacrificing its effortless digital nature.
Six core attributes guided visual, verbal, and experience decisions: authentic, transformative, uncomplicated, accessible, inclusive, and secure. Using this strategy, the brand can communicate clearly, appeal to a wide audience, and position itself as a trustworthy brand both online and offline. Current design elements such as modular compositions, proprietary colors, and inclusive illustrations were maintained and evolved. New typography and photography styles, a new color tone, and a new brand voice were chosen to create a cohesive identity.
To represent the attributes visually, I defined specific translations for each one: the color purple and a futuristic aesthetic were linked to authenticity and transformation. Typography and transparent graphic elements express clarity, while illustrations and a photographic style represent inclusion. Simple, straightforward compositions communicate accessibility, and the brand voice reinforces trust and security.
Applications included a redesigned logo using inktrap rules and a refreshed purple tone, making it easier to adapt the brand to the physical world. From cards and ATMs to branch interiors, visual adaptations have been made across digital and physical touchpoints. Voice tone was refined to be professional yet approachable, simple yet not childish, and human without feeling rehearsed. Combining these elements ensured clarity and balance.
This enables Nubank to stand out as a hybrid, forward-looking bank that extends beyond digital convenience. By combining innovation with approachable, humanized experiences, the brand builds trust in the real world, reinforces its unique identity, and helps customers feel in control of their financial journeys.