80 million Brazilians have no bank accounts and consequently, cannot effect financial transactions.
Based on this market opportunity a joint-venture between MasterCard® Worldwide & Telefonica International was created. The company provides mobile payments and money transfer by a prepaid account, as well as phone services. No Internet or bank obligations are required.
The project scope extended from naming to the advertising campaign. I was involved on all the steps but, act decisively on the branding part, both conceptually and visually. The logo (main and secondary versions), colors, typography, iconography and mascot; were some of the design elements created by me.
Project conducted at Epigram Brand Union.
VP Creative and Strategy: Marcelo Bicudo
Creative Direction: Lauro Augusto, Carlos Iglesias
Copywriting: Beto Rando