Nubank Gets One Clear Look for a Growing Bank

Nubank began in Brazil with a wish to make banking less difficult. It now has 140 million customers across more markets and products. But its older design was made for a smaller business. Koto created a shared system to help the bank grow. A design system gives people shared rules for making things. The aim was to keep the experience simple as the business became larger.

A few repeated colors and shapes connect the different parts. These parts can be put together again in different ways. The same ideas also guide moving pictures and actions inside the app. This gives the bank freedom to make new things without losing its look. The system is meant to carry more while keeping the parts connected.

The photographs focus on people enjoying their lives, not only on money. They show real relationships and moments when people are happy. Drawings add warmth and explain ideas that photographs cannot always show. Some drawings move, while others stay still in the app or other materials. Both help make the bank's ideas feel closer to people's lives.

The new website at nu.com needs to work across products and languages. It also needs to follow the rules in different countries. Croma and Ultravioleta have their own looks within this shared system. This allows different services to belong to the same bank. Koto also made films and a presentation for the launch in Miami. The project connects these experiences while keeping Nubank's wish for simpler banking clear.