BRANDING XP

XP Investimentos is one of the largest and most disruptive financial institutions in Brazil. In 2021, in partnership with Tátil, XP developed a new visual identity: bolder, modern and minimalist. The entire visual concept was developed based on the brand concept “A LIGHTHOUSE BRAND”: An avant-garde brand, which opens and illuminates paths, which shows the new. A light that focuses on what really matters and points to opportunities, that puts knowledge within everyone's reach, that broadens and reveals horizons. For the illustrations, we partnered with the Barca studio, also relying on the concept of light and precise and simple geometric shadow and shape.