Branding for a new model of credit granting service.
Scudra was born from the willingness to make credit granting more democratic, challenging the traditional market and offering a more inclusive and transparent assessment model. Given this, our biggest challenge was to convey the essence of the service and design a disruptive and ambitious identity, aligned with its core foundations.
Unlike current credit granting practices by most financial institutions, Scudra offers an individualized and interpretive scoring model, in order to have an accurate assessment that makes granting easier.
The project’s graphic feature was designed from a grid of points that, combined with the logo’s lettering through a generative design process, unfolds into different graphisms. The application of the typography in the grid organization creates a pattern distortion, representing the company’s disruptive and anti-systemic ethos.
Creative director: Mariana Hardy
Executive director: Cynthia Massote
Creative coordinator: Délio Faleiro
Design: Arthur Reis (brand identity), and Camila Malloy (digital interface)
Project manager: Marcelo Pantuzza