Itaú
As the largest bank in Brazil and one of the leading financial institutions in Latin America, Itaú serves millions of people across different markets, products and realities. With mobility becoming an increasingly important part of everyday life, the brand saw an opportunity to rethink how it presented this ecosystem to consumers. The challenge wasn't creating something new. It was making complexity feel simple, meaningful and human.
Client
Itaú
Agency
Live Agency
Category
Campaign
Role
Lead Strategist
THE SIGNAL
Itaú is the largest bank in Brazil and one of the biggest in Latin America, and over the years it had quietly built an entire mobility business inside the bank: car financing, auto insurance, a car marketplace, bike sharing, toll tags, EV projects. Twelve services in total, each one solid on its own, none of them talking to each other.
Someone financing a car through Itaú had no real reason to know the same bank could insure it, tag it for tolls, or help sell the old one down the line. The challenge wasn't inventing something new. It was giving a real ecosystem a story people could actually see.
THE BET
Every one of those twelve services existed for the same reason people do almost everything: to move. Get to work, take the kids to school, drive somewhere on a Saturday for no reason at all. So instead of organizing the platform around products, we organized it around that one human truth. É o Que Nos Move became the idea holding the whole portfolio together, simple enough to travel across markets and specific enough that each service could still tell its own version of the story.
THE WORK
The platform flexed by audience and by service without losing its shape. A guy discovering his next car fits in his pocket. A woman realizing the city opens up on two wheels. A road trip that proves you can always go a little further. A driver who just wants the freedom to come and go without thinking twice. Same idea, five different services, five different reasons to feel it, all built to run consistently across Brazil and the rest of Latin America.
THE OUTCOME
Twelve mobility services unified under a single strategic platform across LATAM. A communication framework built to scale across markets and audiences without losing coherence. A sharper, more human position for Itaú inside the mobility category. A portfolio that finally reads as one thing instead of twelve.
THE TAKEAWAY
Fragmentation gets treated like an org chart problem, and it usually gets "solved" with a master brand lockup nobody actually feels. The real fix here was smaller than that: find the one truth every service already shares, and let people meet that instead of meeting the logo.
