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Branding is not a pretty logo. It is uncovering the identity of a business and telling it in a way that sticks. That is what we did here.
The finance sector all communicates the same way: blue, a tie, charts heading up and a language that pushes away the very people who most need to hear it.
Guru Poupança wanted to speak to the people who want to save and do not know where to start. That calls for a brand that does not intimidate.
We created a character — the guru — that gives the subject a face and a sense of humour. A brand with a face is remembered and shared; an abstract symbol in the finance sector disappears among the rest.
A strong yellow for action and an almost-black blue for the base. It steps outside the sector’s institutional blue without losing credibility — just enough to be recognisable in a list of results.
We set the tone: direct, with humour, no jargon that sends you to Google. The brand speaks with authority without sounding like it is selling.
When we started, the brief was a logo. What was missing was something else — a reason to choose this brand over the cheapest one.
A brand that is distinctive and desirable is chosen on value. Anyone competing on price alone loses the day someone cheaper turns up.
A strong brand turns the curious into people who recommend you. It is the foundation of a relationship that outlasts any campaign.
A clear message, a consistent tone and a character people recognise — and selling stops feeling like selling.
The contrast is deliberate: the midnight blue gives the seriousness the subject demands, the yellow gives the energy the sector lacks.
Thirty minutes about what you sell and how you measure. If we are not the right choice, we will tell you straight away.
