STRATEGY

Through in-depth interviews with executives, focus groups with clients, and market analysis, it became clear that Neon already possessed powerful assets—simple technology and a charitable purpose that engaged both its team and customers. However, it also had weaknesses: communication perceived as "childish," little differentiation from competitors, and low perceived value in some credit products. 

Based on this diagnosis and an in-depth study of the essence of the entrepreneurial spirit, we arrived at Neon's new purpose: “"Making your money flow is making your world grow."”, translating the brand's role in transforming money into an engine of individual and collective prosperity. 

BRAND, VISUAL AND VERBAL UNIVERSE

Neon's new brand language reflects this leap. The characteristic blue and gradient remain as distinguishing features, now applied to a more structured and clearer brand—conveying fluidity, energy, and flexibility. A brand that stands out in the market, moving away from common startup codes to assert consistency and maturity. 

Node verbal universe, Neon gains strength by combining optimism and clarity, bringing expressions that stimulate action and confidence: “"To grow in the blue"”, “"Money comes in, life moves on"”, “"It's the chance to say yes"”. Messages that speak directly to people's daily lives, showing that every financial choice can open new paths. 

Visual and verbal elements converge in a single narrative: that of a more relevant, energetic, and reliable Neon, prepared to transform each client into the protagonist of their own growth.