Project

Almost every Brazilian has a Caixa story. It manages the FGTS, the severance fund of every worker with a formal job. It is where people finance a home of their own and collect social benefits, and it runs a branch that travels by boat to reach riverside communities. For 165 years, it has been there for life's milestones, from a first job to a business of one's own.
Our task was to evolve Caixa's master brand, which had gone almost three decades without an update. In that time, delivery and ride-hailing apps started presenting themselves as banks, and the whole category began selling the same one-click convenience and the same abstract promise of the future, until it became hard to say what a bank is for. Money was so close at hand that spending hardly felt like spending anymore, and the bill started weighing on people's everyday lives. That is why our entire strategy started by asking what it means to be a bank today.

Caixa is part of almost everything in people's lives. People come to it to withdraw money, collect a benefit, finance a home or claim what they are entitled to, and that is how it became the bank of necessity, indispensable but not necessarily desirable.
We needed to win over a younger, more digital audience without losing Caixa's longtime loyal base. And we had to do it with a 165-year-old brand whose blue and X live in the memory of everyone who grew up with it, without breaking from anything it already was.