Picnic

Picnic approached me with a challenge: build a visual identity system that could translate their promise of transparency and savings into a cohesive visual language across every touchpoint.

Picnic is a Brazilian fintech that eliminates hidden fees from international spending through digital dollars and blockchain technology. The brand needed to communicate transparency, simplicity, and trust—values at the core of their mission to make global payments accessible to everyone.

We developed a flexible Key Visual system designed for scale: social media templates, communication assets, and brand guidelines that empower the team to maintain consistency across Instagram, in-app, and digital campaigns.

Picnic needed a Key Visual system that could translate their promise of transparency and savings into a cohesive visual language. The challenge was to create an identity that feels approachable and fresh—breaking away from the cold, corporate aesthetic typical of traditional banks—while maintaining the credibility expected from a fintech handling international transactions.

Without a defined system, the team faced inconsistency across social media, campaigns, and product touchpoints. Each designer or marketer interpreted the brand differently, leading to a fragmented presence that diluted brand recognition.

Design and deliver a robust visual identity that empowers the Picnic team to create consistent, on-brand content with autonomy and precision. The system needed to support:

• Brand Recognition: A distinct visual language that stands out in the fintech space
• Key Visual Templates: Social media assets, campaign creatives, and communication templates
• Scalability: Guidelines flexible enough for future product launches and marketing initiatives
• Team Empowerment: Clear standards so anyone can apply the brand correctly

I built a full Key Visual system with key deliverables:

• Visual Identity Guidelines — Typography, color, and composition rules
• Social Media Templates — Instagram, LinkedIn, and campaign formats
• Communication Assets — Email headers, in-app graphics, and digital banners
• Brand Application Examples — Reference library for the team

The result is a brand presence that feels modern, trustworthy, and distinctly Picnic—whether on Instagram, in-app, or across digital campaigns.

• Delivered a complete Key Visual system and brand guidelines on time, meeting the launch deadline
• Created social media templates that reduced design time and improved consistency across channels
• Established a scalable system that supports future campaigns and product expansions
• The Picnic team now applies the brand with confidence—"His ability to understand not just what we needed, but why we needed it, made all the difference" — Rafael Queiroz, Head of Design, Picnic

Before designing, I focused on:

• Studying fintech brand positioning from Nubank, C6 Bank, and international players like Revolut and Wise
• Reviewing Picnic's existing brand materials, positioning docs, and competitor landscape
• Aligning with the Head of Design on priorities, constraints, and approval workflows
• Mapping social media best practices for fintech and Web3 audiences

The design process included:

• Visual exploration balancing approachability with fintech credibility
• Iteration on key visual motifs—patterns, compositions, and graphic elements
• Template creation for social, email, and in-app formats
• Brand guidelines documentation for typography, color, imagery, and usage rules

Components and assets delivered:

• Clear briefs save time: Early alignment on "why" and "who" accelerated the visual exploration phase
• Brand guidelines must be practical: Templates and examples matter more than abstract rules—teams need to see how to apply the system
• Fintech can be fresh: Breaking away from corporate blues and stock imagery creates distinct, memorable brands

• Expand template library for new campaign formats and product launches
• Explore motion and animation guidelines for video content and social
• Consider extending the system for product UI and in-app experiences