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XP INC.

Expansion, innovation and creativity

Creation, Strategy, Brand

CHALLENGE

A company that has grown significantly in recent years, in a constantly changing market with rapid technological evolution. This was the scenario in which we rethought the role of the corporate brand "Grupo XP". The challenge was to build a brand that represented all business areas and was capable of inspiring an increasingly dynamic and global future.

STRATEGY

Thus, the XP Group became XP Inc. A brand capable of encompassing a constantly expanding business portfolio – which includes XP Investimentos, Rico, Clear Corretora and InfoMoney – and can travel the world without needing translation.

It will also integrate the company's purpose, values, and goals under a single corporate brand. Each business will have its role, but the results will be shared by all.

CREATION

The new brand seeks to reflect this constantly evolving, modern, and energetic organization, which wants to go further, driven by the sum of its strengths.

Visually, it represents expansion, with a diagonal line inserted into the logo that serves as a window through which various content can be presented. This makes it a mutable brand that can adapt to the context, occasion, or business it is associated with.

Thus, we create space for all the initiatives and all the creativity that exists at XP Inc.