Nubank Illustration System 3.0

NuIS 3.0 crystalizes a significant progression in Nubank's branding journey, shifting from a cartoonish to a sleek illustration style that embodies trust and solidity. The strategic guidelines for the world’s largest digital banking platform outside of Asia center around simplicity, intuitiveness, interactivity, and cultural relevance, fostering a cohesive visual language across all touchpoints.

The project, which lasted approximately 6 months from inception to implementation, led by Nu's Brand Design team, engaged various internal departments of the company, alongside teams from illo, a leading Italian studio renowned for its expertise in illustration and motion design. With a portfolio including clients such as Google, Samsung, and Apple, illo brought a wealth of experience and creativity to the table. Additionally, the designers from the Brazilian studio Polar, Ltda., well-versed in Nubank's brand ethos and context, applied a systemic approach to the project. The collaboration between the studios encompassed project conceptualization, scalability testing, technical requirements, and building a library of over 150 illustrations tailored to Nubank's various app messages.

Illustration and motion guidelines were also developed, ensuring that new illustrations can be built with ease and within the system's boundaries. Accessibility features and distinct designs for traditional, corporate, and premium sectors were integrated, adhering to a user-centric approach.

The core concept, "Transparency Matters", reflects Nubank's commitment to openness and clarity, drawing on the nuances of the Portuguese word "nu" to convey both newness and bareness. Functional elements, inclusive representations, and a versatile color palette ensure clear messaging and accessibility for all users. The illustration library includes versatile visuals suitable for light and dark backgrounds without compromise. The concept is also expressed in materials and finishes ranging from 2D to 3D, linking illustrations across various brand touchpoints.