Facility

Facility Promotora is a payroll-loan company serving public servants, retirees, and pensioners of Brazil's national social security system (INSS), based in Florianópolis. More than talking about money, Facility inspires its clients to explore new opportunities. With an optimistic, courageous spirit, it works to make achievements possible, broaden horizons, and strengthen independence through payroll loans. After all, life is more beautiful when you're the first to see the view.

The starting point for this project was the lack of consistency in the brand identity. Every client touchpoint communicated differently, and our challenge was to bring alignment and a visual identity that represented the company's values. On top of that, Facility was launching a new sub-brand focused on financial services and needed to build it from scratch. Our job was to position both fronts in a coherent, strategic way.

During the immersion process, we identified an explorer DNA at the brand's core. Facility is optimistic, persistent, and confident in its market experience. It wants to encourage employees and clients to blaze new trails, which led us to define a new brand platform built on its key attributes: pioneering, collaborative, determined, and engaged.

Facility's tagline reflects its personality, motivating and inspiring courage. It reinforces the purpose of going beyond money, encouraging clients and employees to seek new paths.

FACILITY - Blaze new opportunities.

For the visual identity, we created a symbol that unites two concepts: the mountain, representing exploration, and the target, symbolizing determination. We also adopted lowercase typography with rounded corners, making the brand feel more approachable and closer to its audience.