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Visual and verbal brand identity Visual and verbal brand identity
Visual and verbal brand identity

Supporting a Brazilian Cult Brand

With over 18 years of existence, XP Investimentos is known for the groundbreaking work in the financial market, and having definitively transformed the way Brazilians handle their money.

Our founding partner led the first branding work for the brand and the company became an iN client in 2014. Since then, we have worked in partnership on strategy, culture and design projects for XP Investimentos, Rico, Clear, and XP Institutional. We helped create XP Private, in addition to having conducted the company's brand architecture, optimizing its portfolio. In this case, we were challenged by XP Asset Management to create a B2B, B2C, and B2B2C brand, converting the then asset manager into one of the main assets of the country.

Visual and verbal brand identity Visual and verbal brand identity

One of the main assets of the country

Supported by a deep knowledge of the financial market, built over many experiences with customers in the segment, we created the main grounds and expressions of XP Asset Management. We defined the attributes, positioning, verbal and visual language and tagline based on interviews with internal and external stakeholders and benchmarks, in addition to a broad analysis of national and international trends. All this for a brand that would impact investors of different sizes and segments.

Visual and verbal brand identity Visual and verbal brand identity
Visual and verbal brand identity Visual and verbal brand identity
Visual and verbal brand identity Visual and verbal brand identity
Visual and verbal brand identity Visual and verbal brand identity

A brand supported by 3 pillars

• Independence with strength: that allows the brand to offer customers products and strategies that are 100% aligned with their interests, with the reliability of the XP brand;

• Shared intelligence: from an experienced and highly qualified team, capable of creating its own intelligence through refined analysis, market information and a collaborative and exchange culture, always respecting compliance rules;

• Innovation: one of the foundations of the brand's philosophy, present in its culture, processes and communication.

Visual and verbal brand identity Visual and verbal brand identity
Visual and verbal brand identity Visual and verbal brand identity
Visual and verbal brand identity Visual and verbal brand identity
Visual and verbal brand identity Visual and verbal brand identity
Visual and verbal brand identity Visual and verbal brand identity

“It was a new process for us, but it became easy and even natural, given the understanding that the entire iN team had about XP's profile.”

Paulo Vasconcellos

XP Marketing Officer

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