Equity Rio Investimentos presents a brand architecture developed to translate strategy into a structured and functional visual system. Created by Leone Brands, the rebranding organizes the company into two distinct pillars, Venture and Capital, with the intention of creating differentiation while preserving institutional cohesion.
The Venture pillar was designed to reflect dynamism and active participation in startup growth. A vibrant green palette, fluid graphic movements and rhythm-driven compositions were chosen to express energy and forward momentum. The visual language aims to align with the nature of the startup ecosystem, reinforcing Venture’s role as an engaged and strategic partner.
Capital, positioned as the firm’s wealth management division, was structured to communicate stability and long-term responsibility. Deep blue tones, structured layouts and restrained visual elements were selected to convey security, discipline and trust. The compositions adopt a more contained approach, intended to reinforce stewardship and consistency.
At the center of the system is a symbol derived from the letter “E.” Its geometry was used to generate the graphic language, allowing curves and directional forms to expand into a cohesive visual framework. This structure was developed to maintain recognition beyond the logo and to support consistency across digital, institutional and motion applications.
The photographic direction was defined with assertive framing and contextual depth in order to support each pillar’s positioning. Across all touchpoints, the applications were developed with the intention of reinforcing clarity, precision and coherence, aligning strategy and execution in a consistent and practical way.
CREDIT
- Agency/Creative: Leone Brands
- Article Title: Leone Brands Crafts a Strategic Visual Language for Equity Rio Investimentos
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Brazil
- Agency/Creative City: Recife
- Market Region: South America
- Project Deliverables: Brand Architecture, Brand Design, Brand Identity, Brand Strategy, Identity System, Logo Design, Motion Graphics
- Industry: Financial
- Keywords: Brand Architecture Investment Branding Financial Brand Identity Wealth Management Branding Venture Capital Branding Corporate Rebranding Strategic Positioning Dual Brand System Visual Identity System Graphic System Design Logo Design Art Direction Motion Graphics Asset Management Startup Ecosystem
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Credits:
Brand Creative Direction, Brand Strategy, Brand Identity, Brand Architecture, Video Script,:: Kaê Leone
Brand Strategy, Brand Identity:: Joaldo Santos
Motion Graphics:: Rafael Abranches
Voiceover:: Gustavo San
