Nubank
Illustration System 3.0
NuIS 3.0 crystalizes a significant progression in Nubank's branding journey, shifting from a cartoonish to a sleek illustration style that embodies trust and solidity. The strategic guidelines for the world’s largest digital banking platform outside of Asia center around simplicity, intuitiveness, interactivity, and cultural relevance, fostering a cohesive visual language across all touchpoints.
The project, which lasted approximately 6 months from inception to implementation, led by Nu's Brand Design team, engaged various internal departments of the company, alongside teams from illo, a leading Italian studio renowned for its expertise in illustration and motion design. With a portfolio including clients such as Google, Samsung, and Apple, illo brought a wealth of experience and creativity to the table. Additionally, the designers from the Brazilian studio Polar, Ltda., well-versed in Nubank's brand ethos and context, applied a systemic approach to the project. The collaboration between the studios encompassed project conceptualization, scalability testing, technical requirements, and building a library of over 150 illustrations tailored to Nubank's various app messages.
Illustration and motion guidelines were also developed, ensuring that new illustrations can be built with ease and within the system's boundaries. Accessibility features and distinct designs for traditional, corporate, and premium sectors were integrated, adhering to a user-centric approach.
The core concept, "Transparency Matters", reflects Nubank's commitment to openness and clarity, drawing on the nuances of the Portuguese word "nu" to convey both newness and bareness. Functional elements, inclusive representations, and a versatile color palette ensure clear messaging and accessibility for all users. The illustration library includes versatile visuals suitable for light and dark backgrounds without compromise. The concept is also expressed in materials and finishes ranging from 2D to 3D, linking illustrations across various brand touchpoints.
Credits
Client
CMO: Juliana Roschel
Marketing Director: Tiago Lara
Creative & Design Direction: Fernando Marar
Brand Design team: Fernando Marar / Ariane Morganti / Isadora Stevani / Gustavo Rates / Dandara Hann
NuDS team: José Zorzan / Carla Demarchi / Francisco Araujo
Marketing Managers: Felipe Nogueira / Patricia Waissman / Isabella Marchese / Nathalia Hazarian / Raphael Peres
Producers: Guilherme Gaggl / Joyce Assis
Studio
Creative Direction: Bruno Ribeiro / Lais Ikoma
Design: Bruno Ribeiro / Felipe Barbosa / Lais Ikoma / Miriam Kim
Illustration: Bruno Ribeiro / Beatriz Batisteli / Stella Bonici
Case Study Production: Lais Ikoma
Case Study Animation: Rônatan Bica
Case Study 3D: Matheus Costa
Illustration
Creative Direction: Cristina Pasquale / Ilenia Notarangelo
Illustration: Sofia Buti / Alessandra Marin / Arianna Cristiano / Davide Spelta
Animation: David Cubitt / Fabio Orlando
3D: Riccardo Chiara / Michele Giamello
Producers: Daniel Ceballos / Ani Karamanukyan
Sound Design
Antfood
More from Polar
1stAveBa
Gdor. Valentín Vergara 1119
Vicente López, Buenos Aires
Mail
1stAveNY
20 Jay Street, Ste 902
Brooklyn, NY 11201
Mail
1stAveLON
Tea Building, 56 Shoreditch High St
London, E1 6JJ, UK
Mail
1stAveLa
24955 Pacific Coast Highway, Suite C202
Malibu, CA 90265
Mail
Follow Us!
All material included in this website belongs to:
1stAveMachine© & 1stAveDesign©. It can not be copied, used or modified unless it is stated in a specific contract between the two parts.
1stAveMachine©2025 Copyright.
