Nubank

Effortless banking, everywhere

Banking

2026

Nubank started in Brazil with a simple idea: banking didn’t need to be so complicated. 140 million customers later, it had grown across new markets, products and audiences. But its brand and digital experiences were built for a smaller, simpler Nubank.

As the business became more complex, the experience couldn’t. Nubank already does the hard work behind the scenes to make finance feel effortless. We built the brand and digital foundations to do the same: fight complexity to empower people, with a system that could take on more while staying unmistakably Nu.

Same belief, bigger world

Purple Nu Mastercard resting on a pile of receipts in a small tray on a sunlit restaurant table, surrounded by a bowl of hummus, a wine glass, and plates of food.

Two stacked Nubank billboards on a rooftop against a clear blue sky. The top one, in pale yellow, reads “Freedom felt.” above a photo of a woman gazing out a car window; the bottom one, in purple, reads “Life unblocked.” beneath a photo of two hands reaching toward each other over a green landscape.

Graphic System

Simple rules for infinite possibilities

We built a system that turns complexity into possibility. A few recognizable ingredients — color, modules and layers — combine and recombine to create range and flexibility. Motion extends the same logic, bringing the system to life from bold brand moments to animated illustrations and interactions inside the app. Together, they give Nubank room to grow in every direction.

Interactive

Art Direction

Put life in the picture

The real benefit of effortless banking is spending less time thinking about money. So we focused on everything that leaves room for: people out in the world, absorbed in living. Real relationships and unguarded moments of joy. Photography makes financial freedom feel less like a promise from a bank, and more like a life being lived.

Illustration

Room to imagine more

Illustration gives Nubank another way to make ideas feel human, bringing warmth, imagination and play to stories that can be hard to capture in the real world. Designed to move as well as stand still, it stretches from bold brand moments to the smallest interactions inside the app, giving Nubank another way to inform and connect.

Giant stadium screen beneath a purple “Nu Stadium” sign, displaying the words “Live free” on either side of an illustration of a person walking down a flower-lined path toward a sunlit sea, with rows of pink, white, and black patterned seats below.

Interactive

Purple Nu Mastercard credit card with the cardholder name “Alex C Perry,” shown below the headline “Hello Alex!” and above the message “We are so glad you are here,” set against an illustrated landscape of green hills and blue sky.

Digital Design

From launch to login

For a digital-first bank, simplicity at global scale takes serious work. We brought the new brand to nu.com, designing a website that could work across products, languages and regulatory requirements while still feeling effortless to use, keeping the complexity behind the scenes and possibility front and center.

Nu mobile app home screen for “Alex,” featuring a purple piggy bank banner reading “Boost your personal savings,” Deposit and Send buttons, a total balance of $6,388.93 split into spending and savings, and a credit card balance of $1,350.75, shown on a phone against a blurred floral background.

Young man holding a purple phone and smiling as he sits beside a laughing boy at a sunlit kitchen table, with notebooks, colored paper, and markers spread out in front of them.

Nu mobile careers page on a phone, with oversized dark purple scrolling text reading “Life at Nu” and “Join us” interspersed with small photos of people, above the line “Make the extraordinary happen. Join our team.” and a purple “Learn more” button, set against a blurred pink and blue floral background.

Young woman in a denim jacket lying on a blanket on a college campus lawn, smiling as she looks at her phone, with friends sitting beside her and a brick building with arched doorways behind them.

Croma

Growing with you

Croma is built for customers who have grown with Nubank and now want more from their bank, bringing together enhanced credit, rewards and everyday benefits for the next stage of their financial lives. Its identity feels just as progressive: more expressive and colorful, while staying rooted in the familiar ingredients that make Nubank unique.

Nubank Croma ad showing a hand holding a gold Nu Mastercard over a wooden desk with a keyboard and eyeglasses, beneath the word “Croma” in large gold letters. Small Portuguese text reads “Você não chegou até aqui do dia pra noite. Agora, seu Nubank Croma reconhece isso.” (“You didn’t get here overnight. Now, your Nubank Croma recognizes that.”)

Ultravioleta

Wealth on new terms

Ultravioleta is Nubank’s premium offering, built for customers with more sophisticated financial needs. Its identity takes Nubank somewhere richer and more refined, stretching color, imagery and voice into a world of its own, without falling back on the traditional codes of exclusivity that have long defined premium banking.

Close-up of deep purple textured packaging for Nubank Ultravioleta, with “Bem-vindo ao Ultravioleta” (“Welcome to Ultravioleta”) in metallic gold lettering above the word “Ultravioleta” debossed in large glossy type along the bottom edge.

Launch

Taking Nu to the world

The new brand took the stage in Miami, where Nubank unveiled its next chapter to a global audience. We helped shape the moment from screen to stage, creating launch films and the founder’s keynote presentation, bringing the brand, products and ambition together into one story built to make an impact.

Outcome

Nubank’s never stood still, and now the brand’s built to move with it: one system with the flexibility to stretch across new markets, products and audiences, and the clarity to keep everything connected. So wherever Nubank goes next, it can stay true to the idea that made it different: making money feel effortless.