STRATEGY
Through a series of internal interviews, interviews with partners, research with entrepreneurs, and an immersion in the world of financial management, we identified a clear tension: the growth of Brazilian companies is directly impacted by unpredictability. It's a daily struggle between the ambition to expand and the constant cycle of uncertainty. To address this scenario, the purpose that guides all dimensions of the brand emerged: Accelerate business evolution.
Starting from a personality pioneering, guiding, adaptable and simplifying, Asaas, which guides all its expressions and actions, goes beyond the meaning of lightness and elevation, seeking to be synonymous with adaptability and evolution, showing that it is possible to thrive in a constantly changing market environment.
Thus, we built the new value proposition that presents Asaas as Financial and operational technology for businesses to evolve.. The brand will now also include ultimate control center for managers,A smart, invisible, and integrated experience environment that seamlessly unites Asaas' proprietary solutions and partner services. The goal is to ensure that managers have complete control of their operations in one place, eliminating bureaucracy and facilitating decision-making. Furthermore, it fosters a co-creation community, connecting managers and developers to actively build solutions with the brand. This entire renewal process is summarized in its new tagline: Wings. From management to evolution..
Portfolio Management
To organize the brands in our portfolio, facilitate management, and guide their evolution, we defined the strategic direction as "Everything Asaas touches becomes Asaas." In this way, we prioritize a monolithic model where brands acquired through acquisitions are incorporated as Asaas solutions, creating greater synergy, strength, and integration among the products.
We also organize categories and solutions into two interfaces, the "control center" and the "development center," in addition to regulating the evolution of the portfolio, providing objective guidance on when to create new sub-brands and how to analyze the development or acquisition of new brands, facilitating the management, innovation, and prioritization of initiatives.
CREATIVE PLATFORM
We evolved the brand into a new phase more aligned with the strategy, with a more mature design and broader meanings. We improved its performance and legibility, eliminating noise and the previous literalness. The new logo carries meanings printed in the details, subtly but effectively. The wing is present, but now as a typographic detail, integrated into the whole in a more balanced way. The typography, in a lighter weight, brings lightness and a more technological aspect, with curved and fluid shapes that represent the business's trajectories.
The Asaas Creative Platform was built on pillars that aim to emphasize sophistication and modernity in both visual and verbal expression. With the Pioneering Trajectory, pieces gain fluid gradients combined with lines drawn from an expanded perspective on the new logo design, creating the sensation of pointing the way. With clean and light layouts, the Simplifies with Lightness pillar reflects the need to find simplicity in the use of visual tools that communicate more with less. A warm, gestural illustration appears to inspire the story.
The Rhythm of Evolution is a pillar that deepens the creative force of the project with a sequential and dynamic photographic narrative that visually guides Asaas' purpose. With a rhythmic and progressive grid, it's possible to accelerate the story being told. In Accelerate Maturity, we find the strength of a verbal expression that appears more mature to accelerate the connection with the entrepreneurial audience, accompanied by abstract images that inspire from a differentiated perspective on the sky.
The brand's voice gains more maturity and new nuances from an update that defines the verbal expressions as: Accelerating Intelligence, Confident Maturity, and a Lightness You Can Feel.
