H a r d c u o r e trademark

Gyra+

Rebranding, brand strategy planning, tone of voice definition, and campaign creation for the Brazilian fintech Gyra+. To launch the new positioning and visual identity, we developed a strategy aimed at increasing brand recognition and strengthening its presence.

We shared the stories of entrepreneurs who obtained quick, secure, and personalized credit with the company.

Read more about this project

We were inspired by the brand's community, the Gyradores, to share, through illustrations, the stories of Brazilian entrepreneurs who managed to bring their dreams to life.

As a result, the brand’s community tripled. Gyra+ began offering credit to more than 7,000 entrepreneurs, spread across approximately 1,500 Brazilian cities.

See our works

  • Film
  • Design
  • Communication

Reserva 12 Loops

Turning shoes into works of art with the help of artists from around the world.

Adidas Flamengo, 1895 Film

2D animation, 123 years in 1 heart-racing minute.

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To make it spin is to make it happen

We were invited to do the rebranding, brand planning, and tone of voice for Gyra+, a working capital platform that helps small and medium-sized entrepreneurs bring their dreams to life.

To reflect the brand’s human and technological aspects, we created a modular graphic system that inspired all its elements—from icons to graphics. Just as a machine generates movement through the action of modules and gears working together, Gyra+ empowers each entrepreneur by creating an active community that achieves and transforms as a whole. The brand’s visual identity was developed from this concept.

The colors used symbolize the value, growth, and technology that the platform offers entrepreneurs. The illustrations, on the other hand, represent the 'gyradores'—the community empowered by Gyra+—in a more humanized way.

To present the new positioning and visual identity, we created and directed a campaign aimed at increasing brand recognition. We shared the stories of entrepreneurs who obtained quick, secure, and personalized credit through the Brazilian fintech. The 'Gyradores' community was the inspiration throughout the entire project. Through illustrations, we showcased examples of those who pursued their dreams and succeeded in boosting their business.

As a result, the brand’s community tripled. Gyra+ began offering credit to more than 7,000 entrepreneurs, spread across approximately 1,500 Brazilian cities. The brand also became the target of acquisition by Banco Mercantil, which, with more than 5 million clients, acquired a minority stake in the company.

Credits

  • Agency
      HardCuore®️
  • Creative Direction
      Breno Pineschi + Rafael Cazes
  • Lead Design
      Patricia Clarkson
  • HardCuore Team
      Fernanda Rodrigues, Mariana Taubold, Juliana Bach, Felipe Teobaldo, Renata Garcia, Lívia Nishibe, Lucca Pineschi, Deborah Zapata, Natalia Weber, Gabriela Barbosa, Talita Barcelos, Guma Nutinski, Estela Carregalo, Mateuz Fernandes, Davi Corgozinho