Agibank

Agibank is part of a movement of new players in Brazil that are redefining the role of banks, creating new standards and expanding the boundaries of the industry. It is a bank that grows on its own terms, challenges conventions, and maintains a strong focus on serving low-income audiences historically neglected by traditional banks. At the same time, it preserves physical service points, especially for older customers, currently the brand’s core base, who still rely on this channel while the market moves toward full digitalization and closes branches. The challenge was to find a powerful way to present this relevant and authentic model, capturing the brand’s unique and genuine elements while speaking to a broader audience, the low-income population as a whole rather than only seniors. It was essential to avoid stereotypes and respect this public’s desire for social mobility. The ultimate goal was to return to the market with an Agi better prepared to question conventional structures that fail to serve the majority of Brazilians. We found inspiration for the project in Agibank’s Brazilianness. Like every Brazilian, Agi is agile at its core: a flexible and creative bank capable of engaging with the country’s complexities without limiting itself to a single path, whether physical or digital. It is the Agi of small branches without revolving doors, where customers can simply walk in. This is the Agi that now defines itself as a proudly Brazilian and popular bank and publicly declares its dream of moving Brazilians from the back of the line to the front. The visual identity drew inspiration from the strength of our own corner of the world, a Brazil that challenges us to find our place in unlikely and imperfect spaces. The identity honors Agibank’s origins, preserving its essence through the blue color and the logo while also exploring new territories. More vibrant color palettes and graphic elements come to life, inspired by dense urban environments, mosaic tile floors, and street textures, translating authenticity, flexibility, and a genuine connection to everyday life. This identity project brought together partners from different regions of the country, including illustrators, photographers, and typographers, who helped enrich this new phase of the brand.