XP
A fonte que conecta
2021
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
Creative Credits
With: Rodrigo Tórtima, Escula CUCA
The typography was designed to convey fluidity and connectivity, bringing something fresh and unexpected to both existing and future clients.
It shows that you don’t have to be serious to understand investments.
The color palette stays true to the XP brand, while introducing gradients to bring a more contemporary, dynamic and vibrant feel.
