Broad is a disruptive Fintech start-up, whose services and offerings are tailored specifically to the needs of Brazilians. Currently, Brazilian cards are subject to very high mark-ups over the exchange rate for every transaction abroad. Broad challenges this normality; allowing Brazilians (and their money) to move freely and cost-effectively around the world. We were commissioned to conduct brand strategy and to design the brand identity. Our extensive knowledge of the Fintech market provided us an advantageous starting point, combining this with further research into local markets, we were able to strategise an appropriate and unique position for the brand.
Following this, we took inspiration from Latin American culture as well as Broad’s mission, in order to create distinctive design narratives that led our ideation process. The result is a brand language which pays homage to Brazil without being cliché and represents Broad’s mission, while being fresh, simplistic and original.
Services:
Ethnographic Research
Brand Strategy
Brand Identity
Packaging Design
Visualisation
We first, before anything else; defined what it meant to be proudly Brazilian—to enable us to create a meaningful brand story. Through our research, the common characteristics which contributed were; the natural environment, culture, cuisine, wildlife, football, carnival/celebration, climate and multiculturalism.
We filled the walls of our studio with 100s of early ideas/sketches. Later-on, several of these were refined into concepts for Broad to review. The following image highlights a selection of logo marks generated during this process.
By combining the infinity symbol with feathers/wings, we were able to produce a final logo mark which symbolizes free movement, travel, no limits, and of course; the letter B.
To create the colour palette, we drew inspiration from wildlife native to the Latin American countries and their natural environments in general. Continuing the narrative of free movement and travel, the primary brand colour was derived from the Hyacinth Macaw—a species of bird native to central and eastern South America.
