Neon’s new visual strategy and expression

Polar, Ltda shared a branding and visual identity project for Neon. Founded in 2016, Neon was one of the first Brazilian fintechs focused on opening and operating digital checking accounts and issuing debit and credit cards. Four years later, we were invited to redefine the brand's visual strategy and its expression in the most diverse points of contact.

Together with the design team and brand experience, Neon designers were able to make a thorough analysis of the competitors and understand the points of opportunity that could be exploited in a proprietary way by Neon. Their answer came directly from the strategic platform: presenting the power that people have at hand, financially empowering each of the bank's customers.

We have created a visual system to accurately reflect this very genuine premise of the Neon brand and we have extended this to all points of contact - from institutional communications to a large-scale digital ecosystem.

In addition to the development of the brand's entire graphic package, Neon expanded the visual guidelines to the kinetic environment in motion, translating Neon's strategy and values into parameters and directions of time, pace and acceleration. They created an animation guide that presents conceptual and technical guidelines that should permeate any piece of communication that is in motion.

We organized the entire visual system in 3 pillars, the first of which was the colors, highlighting the territory and the fluidity already achieved by the Neon gradient. Then, we worked on the typographic pairing, combining strength and impact in institutional communications, with the functional focus on the application in digital products. Finally, one of the great protagonists of the system: the illustrations; we had the pleasure of working with the brilliant execution of Estúdio Passeio, which managed to bring the necessary uniqueness and disruption so that we could structure the entire visual strategy one step further.

branding design graphic identity motion visual identity brand graphicdesign motion guide system