The brief was straightforward, build a financial platform that wasn't normal. In fact, the product and service was far beyond what existed in our Brazilian market.

Avenue's value proposition included selling financial assets from the US market to the Brazilian market. This had not yet been done online on a large scale. It was the domain of a few private banking clients.

Our strategy was to get rid of market clichés. No black background, complex language, broker face.

We had a blank slate, a brand and its color attributes, typography and photo application. The determination was clear, Avenue needed to be different. With that, I worked on a simple and clean experience, in this case the difference was to simplify the financial organism that most of the time sounds complex and inaccessible.

Only the necessary elements on the screen, a functional and targeted navigation. The color palette was based on the blue and white contained in the brand manual, provoking calm and serenity as solid attributes of the brand.