Itaú Financial Education Illustration System

Talking about money can still be difficult. Financial education involves technical concepts, personal decisions, and sensitive situations that are part of the daily lives of millions of Brazilians. Making this knowledge more accessible requires translating complex topics into messages that are clear, approachable, and easy to understand. With this challenge in mind, Keenwork developed an illustration system for Itaú designed to communicate financial education in a playful, human, and accessible way. This visual language was created to foster meaningful conversations with customers and society, encourage identification, and help different audiences better understand subjects that directly affect their lives.

The project was developed as part of the evolution of Itaú’s brand identity and was inspired by one of its most distinctive visual elements: the Itaú stone. Its geometry became the foundation for the compositions, connecting characters, objects, environments, and messages within a recognizable and proprietary visual system. In addition to the illustration system, Keenwork also created four Financial Education Guides, educational resources available as free downloads, designed to expand access to information, support more informed financial decisions, and reinforce Itaú’s commitment to financial education as part of its social responsibility.

Representation was one of the project’s guiding principles. Because the illustrations portray people and everyday situations, they needed to reflect the diversity of Brazilian society in an authentic way. We created characters of different ages, ethnicities, body types, family structures, and life experiences.

Beyond the illustration system, Keenwork was also responsible for developing all of the financial education guides, educational materials created to inform and support customers across multiple platforms and touchpoints.

The result is a modular and flexible visual system designed to adapt seamlessly to different content formats and communication channels. It expands access to financial education, strengthens Itaú’s connection with people, and reinforces the brand’s role in addressing a topic that is essential to society.

A contemporary, functional, and inclusive illustration system created to make financial education more accessible, understandable, and present in the everyday lives of Brazilians.