Illustrations

the project

When I took on the Branding area of ​​Nubank, today Nu, the brand celebrated its 8 years of existence, would take over the purchase of the Easyinvest brokerage – today NuInvest and, also of Spin_Pay, today NuPay and would close the year with the opening of its IPO in NY, a milestone in the history of Brazilian fintechs and also of our banking system - tough, bureaucratic and full of asterisks.

Owner of an underdog spirit, expressed in his audacious, humble, curious and empathetic personality, Nu redesigned itself in '22 in all his expressions and points of contact. In this challenge, one of the most fun projects to lead along this path was product illustrations, those charismatic and iconic figures that act as linguistic support throughout the app environment, facilitating the delivery of each message to the user.

First, we defined the concept that our illustrations would have and from there their shapes and emotions that were validated in research with consumers and non-consumers.

Concept validated, it was time to create the basic elements of the system: accessories, anatomy, ways of use. It was also necessary to regulate the modulations, the use of shadows, the color proportions, in addition to the scale and many other variables that make this system something alive and capable of being replicated by all designers, according to the need.

Did you know that branding would go so far within a brand?

Here's a little bit about the creation process: