We took the other assets along the same path, first recovering what Caixa already had and only then redrawing. In the wordmark, the name kept its capitals and gained lowercase a's, which bring more curves and a more human shape and let uppercase and lowercase live together in balance. The blue remained, and the brand typeface carries that same balance into everything Caixa writes. For illustration, we dove into the archive of the Museu da Caixa and found that the institution had once commissioned leading Brazilian artists to create its communications. We revived that practice with a functional illustration style inspired by Brazilian art and a roster of illustrators from all over the country.

In the verbal identity, we moved Caixa's communication toward a more active language system. We steered the brand away from abstract promises and anchored its voice in the present, where things actually happen. By making action verbs a working tool and favoring words such as advance, build, achieve and accomplish, we gave Caixa a vibrant voice all its own, the assured voice of a brand that doesn't stop at talk and speaks with the strength of one that delivers.