InfinitePay Rebrand - From Fintech to Full-Service Digital Bank
In 2022, InfinitePay transitioned from a fintech into a fully licensed digital bank, after receiving approval from the Brazilian Central Bank. With this new status came a major expansion of its product ecosystem — including InfiniteCard, InfiniteTap, and the ability to pay bills directly through the app.
This moment represented a major evolution for the company, and it needed a visual identity that could reflect that shift, one that would grow with the brand and align with its new purpose.
Our Approach
As part of the internal creative team, I helped lead the development of a new brand identity that would evolve with the company.
We created a motion-first identity system, where the logo is never static, symbolizing constant transformation. Inspired by a black hole, the logo was reimagined as a glass-like prism that disperses light, a metaphor for transparency, energy, and InfinitePay’s mission to empower small business owners.
Execution
We applied the new identity across all key brand touchpoints:
Product interfaces and mobile app;
Launch campaigns and OOH assets;
Social media and branded content;
Internal decks and business presentations;
Everything was built with scalability and adaptability in mind, to serve the brand through future product launches and market shifts.
Impact
This rebrand positioned InfinitePay as a next-generation financial platform, ready to compete at the level of modern digital banks while staying true to its community-first ethos. It created consistency across channels, reinforced trust, and brought clarity to a brand in constant motion.
✦ My Role ✦
Brand Designer Assistant | Visual Identity | Brand Strategy