JP de Oliveira
Rio de JaneiroRJ Info
icarros Itaú
Itaú's automotive marketplace
anacouto
2023
Graphic Design
Project information
In 2022, during my time at anacouto, I worked on the new branding for icarros Itaú, launched in March 2023.
Created to strengthen mobility in Brazil, icarros is Itaú Unibanco's automotive marketplace, focused on digitizing how people buy, sell, and finance vehicles. With growing demand for used cars and many platforms still focused on hard selling, icarros sought a renewed value proposition and a new way to connect with people.
Research — executive and partner interviews, focus groups, quantitative studies, and market analysis — revealed a key insight: buying or selling a car is a moment of change that matters to people. With an easy, reliable, and accessible experience, icarros could help them take a big step in their lives. The brand took on the purpose of "Guiding people's desire for movement."
The new identity needed to express this personality while staying close to Itaú. In a segment dominated by blue, orange became the brand's own color, supported by purple for vibrancy and gray for credibility. Typography, photography, and illustration reinforce the idea of movement, and the verbal identity brings energy, storytelling, and clarity.
Created to strengthen mobility in Brazil, icarros is Itaú Unibanco's automotive marketplace, focused on digitizing how people buy, sell, and finance vehicles. With growing demand for used cars and many platforms still focused on hard selling, icarros sought a renewed value proposition and a new way to connect with people.
Research — executive and partner interviews, focus groups, quantitative studies, and market analysis — revealed a key insight: buying or selling a car is a moment of change that matters to people. With an easy, reliable, and accessible experience, icarros could help them take a big step in their lives. The brand took on the purpose of "Guiding people's desire for movement."
The new identity needed to express this personality while staying close to Itaú. In a segment dominated by blue, orange became the brand's own color, supported by purple for vibrancy and gray for credibility. Typography, photography, and illustration reinforce the idea of movement, and the verbal identity brings energy, storytelling, and clarity.
anacouto Team
Fernanda Galluzzi, Partner & Executive VP
Carolina Sá, Growth
Bruno Guimarães, Creative Director
Rafael Torres, Design Director
JP de Oliveira, Graphic Designer
Teo Menna, Graphic Designer
Juliana Furtado, Copywriting
Gabriel Reis, Art Direction
Danielle Cambeses, Account Management
Igor Cardoso, Planning
Luísa Moura, Planning
Vitor Duarte, Planning
Marcelle Villar, Media
Priscila Menezes, Media
Ralph Brito, Media
Walter Júnior, Production
Video Production
Santeria
Audio Production
ALMA 11:11 ÁUDIO
Campaign Photography
Marcos Lopes
icarros Itaú Team
Thianny Herculano, Head of Open Innovation
Giselle Tachinardi, CMO
Beatriz Guarezi, Branding and Communication Head
Pâmela Nunes, Communication & Branding Coordinator
Fernanda Galluzzi, Partner & Executive VP
Carolina Sá, Growth
Bruno Guimarães, Creative Director
Rafael Torres, Design Director
JP de Oliveira, Graphic Designer
Teo Menna, Graphic Designer
Juliana Furtado, Copywriting
Gabriel Reis, Art Direction
Danielle Cambeses, Account Management
Igor Cardoso, Planning
Luísa Moura, Planning
Vitor Duarte, Planning
Marcelle Villar, Media
Priscila Menezes, Media
Ralph Brito, Media
Walter Júnior, Production
Video Production
Santeria
Audio Production
ALMA 11:11 ÁUDIO
Campaign Photography
Marcos Lopes
icarros Itaú Team
Thianny Herculano, Head of Open Innovation
Giselle Tachinardi, CMO
Beatriz Guarezi, Branding and Communication Head
Pâmela Nunes, Communication & Branding Coordinator