branding & visual identity
BRAND STRATEGY | VISUAL IDENTITY DESIGN | LOGO DEVELOPMENT | COLOR SYSTEM | TYPOGRAPHY DIRECTION | BRAND STORYTELLING | SOCIAL MEDIA DESIGN
Elaine, founder of Metamorfose — Community of Investors, approached me to create the brand identity for a platform focused on financial education and investment for women.
The project was built around the idea of creating a safe, welcoming, and empowering environment where women could openly discuss money, investments, and financial freedom through a more human and accessible visual language.
keywords
During the research phase, we defined a set of strategic keywords to guide both the visual identity and communication tone. The goal was to balance trust and professionalism with warmth, accessibility, and community.
INCLUSIVITY
TRUST
FREEDOM
COMMUNITY
TRANSFORMATION
SAFETY
moodboard
The moodboard was inspired by the colors and organic shapes of a Brazilian butterfly, reflecting ideas of transformation, movement, freedom, and connection to nature.
Muted yellows, greens, and blues were selected to create a visual language that felt authentically Brazilian while maintaining a modern, professional, and approachable aesthetic.
color strategy
The color palette was directly inspired by the natural tones found in the Brazilian butterfly wings, combining softness and vibrancy to reinforce transformation, diversity, and emotional connection.
C:58 / M:28 / Y:55 / K:10
R:117 / G:145 / B:120
#759178
green
C: 0 / M:17 / Y:84 / K:0
R: 255 / G: 211 / B: 54
# ffd336
yellow
C:70 / M:11 / Y:23 / K:0
R:61 / G:172 / B: 193
#3dacc1
blue
typography
The typography system was designed to balance emotional connection and clarity.
The handwritten logo typography adds softness, femininity, and freedom, while the sans-serif typeface reinforces readability, structure, and modern communication — supporting the brand’s goal of making financial education feel more accessible and approachable.
the logo
The Metamorfose.CI symbol combines the shape of a butterfly with the letter “M”, creating a fluid and minimalist composition that represents movement, transformation, and feminine connection.
Gradient transitions were used to reinforce the idea of continuous evolution, while the soft curves helped create a more welcoming and accessible visual identity.
