Awarded at the 2023 Brazilian Design Award
As Neon’s brand identity matured — anchored in the purpose of "reducing inequalities because every Brazilian deserves a bright future" — the need arose to leave behind the generic, tech-centric imagery so common in fintech communications. Instead, we wanted to reflect the real, everyday life of our audience: the hardworking Brazilian.
Working close to the conception, curation, and creative direction of a proprietary photography series that redefined the brand’s visual axis. The objective was twofold: strengthen audience identification with the brand and ensure versatility across all brand touchpoints — from the app and website to marketing materials, social media, and PR communications.
The images captured real moments of work, care, leisure, and mobility, through a vibrant, natural, and human-centered lens. We prioritized authentic locations, diverse characters, and a documentary-style approach to highlight the beauty and strength of everyday life.
Creative solutions and deliverables
• Creative direction and curation of casting, locations, and scenes
• Editorial-style photoshoots with emotional, high-impact portraits
• Creation of a proprietary image bank, organized by themes and usage
• Deployment of images across app interfaces, marketing campaigns, employer branding, and corporate communications
Results and impact
• Significant increase in brand consistency across all channels
• Strong differentiation from market competitors with a proprietary, relatable aesthetic
• Bronze Award at the 2023 Brazilian Design Awards in the "Photography Applied to Branding" category
• Extensive use of the photography bank in Employer Branding, CRM, product campaigns, and PR initiatives
Highlight
This project helped materialize Neon’s purpose visually — through the faces, gestures, and environments that evoke trust and proximity. It reinforced the idea that brand identity is also built through the people it chooses to represent.
