This was a branding proposal developed for XP Investimentos as part of a creative project at CUCA School.

The concept envisioned a new chapter for XP in 2021 a moment when both the world and investors were evolving, calling for a brand that could evolve with them. The proposal introduced a refreshed visual identity built around the idea of fluidity, while preserving the trust, credibility, and commitment that define the relationship between the brand and its clients.

A new visual system was developed, including art direction, photography, and a custom typographic approach. The typography emphasized movement and connectivity, balancing expressive forms with a sense of precision and structure.

The result was a comprehensive design proposal that reimagined XP's visual identity through branding, typography, and photography, creating a more contemporary and aspirational brand experience.

Role: Design and Art Direction