A design system for a new meaning of success

Itaú’s in-house team invited me to help organize the design system for the new Personnalité brand, the affluent segment of one of the largest banks in the Americas.

The challenge

Personnalité needed to give its clients a new sense of financial success. Success, once tied to gold and navy blue and to an older audience, called for a more current language, including photography, to attract new audiences aligned with the brand’s future.

What I did

Starting from the bank’s idea of using the horizon of new consumers, I developed detailed identity concepts, proposed messaging directions and helped adjust processes. I was responsible for turning the concept into a system: how the brand expresses itself, when and where, across print, video and other media.

A brand that fits the company culture

The whole brand expression grows from a single storytelling device, the horizon line. An element that once divided content became a symbol of exploration and ambition. The expression is minimalist and profound, and the imagery clean, ambitious and elegant.

Deliverables

Design system, identity concepts, messaging directions, key visuals, animated posters, Instagram pieces and digital applications.

Design systemBrandingArt direction