Nubank is one of the largest digital financial services platforms in the world. With more than eight thousand employees, a recent IPO, and a fast growth that achieved more than 110 million clients in Brazil, Mexico, and Colombia, Nu has reached another level of maturity of its business. With one important note: its consistent growth as a company brings along new challenges on how Nubank will maintain the consistency of its brand as well. Elected the strongest brand in Brazil in 2022 by WPP, Nubank has always stood for customer-centricity and for fighting complexity to empower people. On a bigger scale, and on its 10th anniversary, Nubank’s global branding team developed a tool that expands Nu’s core roots and purpose to a wider context, helping Nubank to maintain consistency and quality in its output across all platforms, countries, or services.

Imagine a team with hundreds of marketing and creative professionals, besides external partners and suppliers, working on the strongest brand in Brazil which continuously launches new campaigns and products for its current and new segments. For this new step of the brand’s maturity, developing a new way to organize all of Nubank’s brand-related content was inevitable. The real question, in this case, was how it was going to be developed. We translated our Nu Brand System into an interactive BrandBook Tool: a public and online platform that can be accessed by everyone, to stimulate curiosity and adherence in the use of brand guidelines.  It also helps to deliver a great experience by showcasing our design foundations through interactive content and tools, where all the brand assets can be stored, delivered, and downloaded. Being simple is always the end, and the journey to get there is exciting. 

When I joined the project, basic UI, visual design layout, and navigation structure (using cards with no scroll down) were already set up. My main challenges and outcomes were to enhance, upgrade, edit and design the brand guideline content and assets inside the new platform. Adapt and design the content for the videos, and direct the motion design interaction and flow of it.