CONTEXT

Neon started as a startup and, in just 6 years, conquered the market and became a unicorn. In a dynamic and complex market, the brand now ranks 4th in number of customers. With such growth, it was necessary to evolve to match the size of its business.

With the brand's purpose of reducing inequalities by showing simpler and fairer financial paths, because everyone deserves a bright future, the idea was to develop the work with a bold proposal for innovation and believing in popular culture.

VISUAL AND VERBAL UNIVERSE

We developed the Visual and Verbal Universe, highlighting the new positioning and enhancing already proprietary brand elements. We expanded and redefined already recognizable assets of the visual language. Its shine now comes with a blur effect that simulates a continuous pulse. The rounded shapes, which originate from the brand and the card itself, unfold into various boxes that encompass texts, images, and illustrations, and relate to the digital universe in which Neon operates.

Furthermore, we've introduced new elements that communicate more effectively with the audience, offering greater flexibility and inclusion. This creates a more accessible language for everyone. The typography stands out not only for its content but also for expressing the brand's attributes in a light and relaxed way.

We expanded the color palette with brighter tones and a symphony of gradients that intensify the neon light, bringing more possibilities and contrasts. The new photographic and illustration guidelines are truthful and direct, showing the public's daily life with beauty and expressiveness.

The brand's voice has gained its own unique shine, now giving more prominence to people in relatable tones that speak frankly about financial life. We're speaking on equal terms to simplify things, using musicality and expressions that resonate with the public to communicate effectively.