Expresso da Sorte

Context: This project was about rethinking how financial communication could feel more approachable and human. Instead of relying on the cold and overly institutional language often associated with banking services, the goal was to create an identity that felt closer to the people behind these establishments, reinforcing trust and credibility while still maintaining Bradesco’s strong presence. Approach: I wanted the communication to feel simpler, clearer, and more relationship-driven. The visual direction moved away from rigid financial aesthetics and focused instead on accessibility, warmth, and clarity across every touchpoint. Small design decisions, from typography to pacing and messaging, were made to create a more welcoming experience without losing the professionalism expected from the brand. The benefits club naturally became part of this idea of connection and recognition. Rather than presenting the advantages in a purely promotional way, the communication highlighted them as meaningful support for the establishments themselves, emphasizing benefits like cash insurance and additional remuneration through a more direct and human tone. The result was an identity system that felt more personal while still carrying the trust associated with Bradesco.