Strategy, logo, visual identity, website and environmental design for XP Inc.'s first global brand.
MADE AT XP INC. IN 2018 / ROLE: CREATIVE DIRECTOR, LEAD DESIGNER, BRAND STRATEGIST / CLIENT: XP INC.
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Despite standing up successfully against these corporations in the emerging affluent market, the brand was struggling to offer relevant services to ultra-high-end clients which were still relying on banks for global investments and wealth management.
By using its reputation, XP now had the chance to become the player that would also redefine the private investment category, adding some innovative elements to a segment that was stuck with old codes and traditions.
In 2018, I was commissioned by XP Inc.’s leadership to develop a new superpremium brand called XP Private. It would stand right above XP Investimentos and operate in South America, North America and Europe. After an extensive market diagnosis, it became clear that the strategy would be to position XP Private as the perfect match between the solidity of a commercial bank and the agility of an independent wealth manager. The goal was to offer an exclusive, tailor-made experience that would connect XP Inc.’s most valuable clients to the best opportunities in Brazil and worldwide.
The branding process took several months to complete. Apart from the brand strategy and visual identity, I was also responsible for rolling out a full office design project for XP Private’s HQ in São Paulo and a brand-new website.
The best of two worlds. Around the world —
STRATEGY AND CONCEPT
XP Private was made to combine the structure of a traditional bank with the innovative approach of an independent investment boutique. All on a global scale. To help communicate that positioning in a clear tone of voice, "Seu Patrimônio com Visão Global” (Your Wealth with Global Vision) was chosen as the brand’s tagline.
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Strategy Guidelines
Positioning
Consistent minimalism —
LOGO
Adopting a lean and minimalist design, the logo borrows elements directly from the XP Investimentos brand. This approach brings consistency to XP Inc.’s brand architecture and helps make XP Private instantly recognisable among its target audience.
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Elegance to be seen and felt —
COLOURS
The brand’s visual identity should be all about sophistication, not opulence. The contrasting tones of white, charcoal and copper were used as a starting point to determine a wide range of finishes that would compose stationery and environmental design.
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Refined simplicity —
TYPOGRAPHY
Maintaining a typographic consistency across XP Inc.’s monolithic brands was also a concern. The lightest weights of Roboto and Roboto Slab provide a refined yet contemporary look, while linking directly to XP Investimentos’ identity.
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Connecting endless opportunities —
GRAPHICS
The “X” element – also inherited from XP Investimentos – got a revamped, more minimalist look and works as a versatile graphic expression once again. Printed using copper foil hot stamping, it elegantly symbolises the connection between the brand’s two complementary personalities.
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Exclusive as marble. Solid as concrete —
ENVIRONMENTAL DESIGN
Providing a sophisticated environment where clients felt unique was a top priority. The interior design of XP Private's office in São Paulo – made in collaboration with Athiè Wohnrath architects – was a way of materializing the brand's exclusivity and solidity concepts.
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The results —
Over the first six months that followed the brand’s launch, XP Inc. experienced a 35%+ increase in account openings from high-net-worth clients and an R$ 11 billion increase in assets under management. XP Private became one of the most prosperous brands in the company and was featured on the cover of Forbes Brazil in early 2019.
SOURCE: XP INC.
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