With its second round of fundraising and the recent partnership formed with Itaú, Kanastra has consolidated its position in the fund and back office sector. As a result, the company felt it needed to align its brand with the new phase of the business and its size in the market.
Our challenge was not only to communicate this evolution, but also to recapture the essence of the brand that accompanies the name, Serra da Canastra, which had been lost, without losing the connection with the financial universe.
Credits
Project Director: Victor Biasi
Creative Director: Matheus Machado
Motion Design: Carlos Michael
Project Director: Victor Biasi
Creative Director: Matheus Machado
Motion Design: Carlos Michael
1st - Do not change the logo
because the change did not make sense, since the logo was the brand's main asset that communicated its meaning. Furthermore, as they are still in a growth phase, keeping the logo aligned with this growth makes it more memorable and recognizable in the minds of customers.
2nd - Connection to nature
To convey this relationship and connect with the client's industry, we developed photographic variations of the Serra da Canastra mountains, created using artificial intelligence, which was later transformed into an editing platform, thus creating an infinite, proprietary image bank that speaks the language of the brand.
3rd - Color maturation
The third and final point was the maturation of the color palette, moving away from a neon green in its first version to more sober colors and creating variations for use on digital platforms, the brand's main point of contact; and in the new typography chosen, which moved away from the attempt to use a serif font that bothered the brand, to a refined font that aligns with the objectives of the project briefing.
“What made the process exceptional was the depth with which they immersed themselves in our universe—they not only understood our vision, but enriched it with references we didn't even know we needed. The alignment was so precise that each step flowed organically, transforming abstract concepts into a visual expression that we feel does justice to what we want to communicate.”
Thalys Guimarães, Associate Partner at Kanastra
