Nubank / Caixinhas

Nubank – AI-Generated Imagery for the
“Caixinhas” Digital Product

What we did

Branding

(1) Photography Assets

(2) Photography based Icon System

(1) Lora training

the context

Digital financial experiences are built on more than just functionality—they're about emotional connection and visual storytelling. Nubank's Caixinhas product needed icons that could transform savings into dreams, requiring a visual approach that went beyond mere representation. Our mission was to create imagery that could speak directly to users' aspirations.

(the challenge)

Nubank needed 40 photographic images across 3 different formats for 2 distinct products. Each required functional app icons, emotional resonance with diverse audiences, and perfect brand consistency—all within an aggressive timeline. We developed 3 formats following specific visual guidelines that integrated seamlessly with Nubank's design system while transforming financial product visualization.

Roxinho:
Focused on the mass market.

Ultravioleta:
Targeting high-income customers.

(our approach)

We combined cutting-edge AI capabilities with meticulous design expertise to deliver a solution tailored to Nubank’s needs. This differentiation ensured that each set of images resonated with its respective audience while maintaining overall brand consistency.

(1) Layout
We designed all photography assets with subjects perfectly centered in the frame across all three formats.

(2) This intentional composition maintained visual focus, enhanced app usability, and created a cohesive visual language regardless of format, ensuring immediate recognition while eliminating distractions.

(3) Style
Our imagery combines natural sunlight with Nubank's signature purple tones, soft shadows, and blurred backgrounds to create depth while maintaining focus on centered subjects.

(4) The result was a photographic language that was faithful to Nubank’s brand while leveraging the speed and scalability of AI.

(5) formats
Creating distinct versions for each format preserved the essential icon structure throughout all applications, maintaining visual integrity and recognition regardless of context.

(6) The LORA assured visual consistency throughout all of the 120 assets

(7) Perfect reproduction by AI of the product

(8) We trained two distinct LORA models to perfectly reproduce Nubank's visual guidelines for both Roxinho (mass market) and Ultravioleta (high-income) products, maintaining unique characteristics for each audience while preserving core brand identity.

The project exceeded expectations in several ways. This project highlights how we blended human creativity and machine power to deliver exceptional results, demonstrating the future potential of AI in scalable, high-quality brand design.

The results

Efficiency and Quality

Using the LORA system allowed us to deliver a high level of precision and consistency in a very short timeframe, with a small team. This brought unprecedented efficiency to the asset production process.

Inspiration and Connection

The images were not only functional but also inspiring. They successfully created an emotional connection with users, aligning with the aspirational nature of the Caixinhas product.

Recognition and Scalability

The project has been recognized internally at Nubank as a benchmark for using AI to produce high-quality assets at scale, achieving both accuracy and creativity within a challenging deadline.

Credits

MAAR

Creative Direction:
Fábio Simões, Pedro Burneiko

Design:
Pedro Burneiko, Arthur Machado

Client

Nubank
Isabella Marchesi, Fernando Marar, Isadora Stevani