An essential piece of work to expand the brand’s territory, bringing new perspectives and ideas to the surface — inspiring and guiding the entire creative journey.
Itaú Personnalité – Premium Culture
The brand faced a strategic challenge: to understand the complexity of contemporary luxury and translate it into language, aesthetics, and positioning. Grounded in cultural research, behavioral trends, and symbolic expressions, the aesthetic cartography expanded the bank’s repertoire by connecting it to emerging values such as well-being, sustainability, sensoriality, and mastery. Acting as a strategic map, this work was key to guiding the development of experiences, products, and narratives aligned with the spirit of the times and the aspirations of a more fluid, conscious, and emotionally sophisticated premium audience.
Premium Consumption Today
We mapped the multiple imaginaries, experiences, and objects shaping today’s premium market, offering the brand a concrete foundation to inspire and redirect not only its communication but also its design and innovation strategies.
Built in close collaboration with the marketing team, the research enriched internal references and brought valuable insights that added cultural depth, authenticity, and desirability to the brand’s strategic brief.
