Samuel Felipe, UI/UX & Web Designer, Anti-Design & No-Code Specialist. São Paulo, Brazil. — Violentto Digital Gallery. 46.638823° S, 46° 38′ 20″
Samuel Felipe, UI/UX & Web Designer, Anti-Design & No-Code Specialist. São Paulo, Brazil. — Violentto Digital Gallery. 46.638823° S, 46° 38′ 20″
Itáu - Complete UX Case, Multidevice Banking Experience Redesign.
Itáu - Complete UX Case, Multidevice Banking Experience Redesign.
The design rationale includes links to the respective prototypes for mobile, desktop, and smartwatch versions.
Itaú is one of Brazil’s most traditional banks, but over time, its design and digital presence had remained stuck in the past. To bring it back into relevance, I created a redesign that blends the sleek, innovative look of a modern fintech with the trusted legacy of Itaú, all wrapped in a premium feel inspired by the exclusivity of institutions like J.P. Morgan. The result is a brand experience that feels both cutting-edge and timeless.
The design rationale includes links to the respective prototypes for mobile, desktop, and smartwatch versions.
Itaú is one of Brazil’s most traditional banks, but over time, its design and digital presence had remained stuck in the past. To bring it back into relevance, I created a redesign that blends the sleek, innovative look of a modern fintech with the trusted legacy of Itaú, all wrapped in a premium feel inspired by the exclusivity of institutions like J.P. Morgan. The result is a brand experience that feels both cutting-edge and timeless.
01
Problem Statement
Itaú recently went through a rebranding and while it wasn’t a bad update, it was poorly executed. As a result, the bank has been losing a significant base of potential customers, from young people looking for convenience, to the middle class seeking agility and control in their daily lives, and even high-income clients who expect a premium experience on the level of Itaú Private Bank. At the same time, fintechs, despite lacking the same history, tradition, or reliability, are offering a more modern, functional, and inviting experience.
Itaú recently went through a rebranding and while it wasn’t a bad update, it was poorly executed. As a result, the bank has been losing a significant base of potential customers, from young people looking for convenience, to the middle class seeking agility and control in their daily lives, and even high-income clients who expect a premium experience on the level of Itaú Private Bank. At the same time, fintechs, despite lacking the same history, tradition, or reliability, are offering a more modern, functional, and inviting experience.
02
Solution
Redefine the user experience with a modern, elegant, and functional look while preserving Itaú’s tradition. Let go of the fear of sticking to the old white background. Introduce a more contemporary, sophisticated, and intuitive visual language. not only for the mobile banking app, but also across all digital products, with practical features that adapt to different lifestyles and customer profiles. It’s possible to apply the brand’s rebranding, but in the right way: combining the look and feel of a fintech with the elegance of a bank like Morgan Stanley, and the tradition and reliability of Itaú.
Redefine the user experience with a modern, elegant, and functional look while preserving Itaú’s tradition. Let go of the fear of sticking to the old white background. Introduce a more contemporary, sophisticated, and intuitive visual language. not only for the mobile banking app, but also across all digital products, with practical features that adapt to different lifestyles and customer profiles. It’s possible to apply the brand’s rebranding, but in the right way: combining the look and feel of a fintech with the elegance of a bank like Morgan Stanley, and the tradition and reliability of Itaú.
03
Imagery
A contrast between the simple and the sophisticated. A timeless minimalism that communicates like a silent work of art: clear, precise, and emotionally accessible. The visual system is built on a responsive grid, consistent design tokens, and reusable components that ensure scalability and cross-platform coherence. The use of sentence case typography reduces cognitive load and brings the tone of voice closer to the user. Spacing follows a strategic white space logic, optimizing readability and focus. Colors and visual hierarchy work as a functional language, supporting intuitive navigation and interaction flow. It is an experience-centered design that balances aesthetics, accessibility, and performance. It operates with clarity, adapts with elegance, and communicates with intention. For that reason, it speaks to different user profiles, whether experienced or not, young or mature, always offering a simple entry point into a rich system. By letting go of the fear of being experimental and embracing bold solutions, the project achieved a rare balance: an intuitive, accessible, and above all, beautiful product.
A contrast between the simple and the sophisticated. A timeless minimalism that communicates like a silent work of art: clear, precise, and emotionally accessible. The visual system is built on a responsive grid, consistent design tokens, and reusable components that ensure scalability and cross-platform coherence. The use of sentence case typography reduces cognitive load and brings the tone of voice closer to the user. Spacing follows a strategic white space logic, optimizing readability and focus. Colors and visual hierarchy work as a functional language, supporting intuitive navigation and interaction flow. It is an experience-centered design that balances aesthetics, accessibility, and performance. It operates with clarity, adapts with elegance, and communicates with intention. For that reason, it speaks to different user profiles, whether experienced or not, young or mature, always offering a simple entry point into a rich system. By letting go of the fear of being experimental and embracing bold solutions, the project achieved a rare balance: an intuitive, accessible, and above all, beautiful product.
04
Result
The new Itaú offers a modern, elegant, and easy-to-use experience. Everything was designed to make the user's life easier, with simple navigation and a visually pleasant interface. Core features like transferring, paying, and receiving are always within reach, with clear icons and accessible buttons, even on smaller screens like the Apple Watch. The bank’s visual identity remains strong with the use of black and orange, creating contrast and reinforcing the brand in a sophisticated way. The interface is clean, well-organized, and focused on everyday actions, making usage fast and straightforward.
One highlight is the consistency across platforms. The same fluidity found on mobile is mirrored on the watch and desktop, creating a seamless experience without friction. The transition between devices feels natural, reinforcing the system’s efficiency and delivering a cohesive digital journey for users on the go.
The new Itaú offers a modern, elegant, and easy-to-use experience. Everything was designed to make the user's life easier, with simple navigation and a visually pleasant interface. Core features like transferring, paying, and receiving are always within reach, with clear icons and accessible buttons, even on smaller screens like the Apple Watch. The bank’s visual identity remains strong with the use of black and orange, creating contrast and reinforcing the brand in a sophisticated way. The interface is clean, well-organized, and focused on everyday actions, making usage fast and straightforward.
One highlight is the consistency across platforms. The same fluidity found on mobile is mirrored on the watch and desktop, creating a seamless experience without friction. The transition between devices feels natural, reinforcing the system’s efficiency and delivering a cohesive digital journey for users on the go.
