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Campaign
Development

Client

Bradesco

Year

2007, São Paulo
Brazil’s largest private bank. Creative direction and visual identity for campaign development.

Creative direction and visual development for Bradesco’s “Virda Previdência Mulher”, a financial initiative designed to encourage women to take control of their long-term financial planning.The project included the creation of digital assets, branch communication materials, and online campaign banners, supporting the program’s launch across multiple channels.

The visual language was designed to reflect confidence, autonomy, and the everyday strength of Brazilian women, translating financial planning into a more human and approachable narrative.

Financial products related to life insurance and retirement planning are often perceived as distant and complex, especially for audiences who historically have not been directly addressed by financial communication.

Bradesco needed a campaign capable of connecting with women in a more direct and relatable way, presenting financial planning as part of everyday life and long-term independence.

Solution

The creative direction focused on building a visual language that was clear, accessible, and emotionally resonant. Through digital assets, branch communication materials, and campaign visuals, the project translated a complex financial product into a narrative centered on autonomy, security, and life planning.

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