Personal Banker
Business context
Franq disrupted the Brazilian financial market with a radical idea: personal bankers operating independently, connecting customers and SMEs to 50+ financial institutions through a single open banking platform. By 2022, with $12M in Series A funding and 7,000 independent brokers already operating, the company faced a critical communication challenge. The fintech had achieved product-market fit and real operational traction, but its brand narrative was trapped in technical explanations.
The core tension: Franq's positioning required emotional engagement alongside product clarity. Traditional B2B fintech marketing felt wrong. So did consumer-friendly simplification. What was needed was a brand voice that felt like a genuine conversation about economic possibility.
Strategic narrative
We positioned Franq not as a platform, but as a movement democratizing financial access through people, not just technology. The narrative centered on autonomy: personal bankers making their own rules, customers getting genuine choice, the market becoming more transparent.
This required a visual and motion language that felt human, dynamic, and decidedly not corporate. Static assets wouldn't work. Motion and video became the primary communication vehicles because they could convey energy, momentum, and optimism while still communicating institutional credibility.
Creative approach and motion strategy
Rather than treating video as supplementary content, we made it the backbone of the brand expression. We developed a comprehensive motion system: from a brand manifesto video (which achieved 2 million views) to institutional content, product demonstrations, and educational series.
The visual language was built on simplicity and elegance: geometric shapes suggesting interconnection and flow, a restrained color palette, and 3D animation translating abstract financial concepts into visual metaphors. We wrote and art directed every script, from the 90-second manifesto to the longer BeFranq product demo.
Execution and asset development
The production spanned strategic development (script writing, narrative frameworks), visual direction (color, typography, graphic language), and full production execution (3D animation, motion design, editing). We created modular assets designed for multiple formats: social media clips, long-form institutional videos, product demonstrations, and marketing materials for the Personal Banker audience.
The approach was systematic: one core manifesto establishing the brand voice and visual vocabulary, then application across multiple content types that could share the same design language without repetition.
Outcome and impact
The manifesto video became Franq's proof of concept for what motion-first brand communication could achieve. With 2 million views, it positioned the company not as another fintech, but as a cultural conversation about financial independence.
What Franq demonstrates is that for startups in crowded markets, motion and video are not content add-ons. They're fundamental to brand building. When executed strategically, they compress complex narratives into emotional truths and create the kind of memorable differentiation that founders, investors, and customers actually remember.
Client testimonial
Design for Scale translated our vision into motion with precision. They understood not just what we wanted to say, but how to say it so it resonated. The manifesto video became proof that strategic creativity drives impact.
Manoela Hoffman
Former Head of Marketing @ Franq
Credits
Creative direction
Gustavo Brazzalle
Art direction
Luciano Bürger, Lucas Lorenzo
Animation
Gustavo Brazzalle, Luciano Bürger,
Lucas Lorenzo, Danilo Coelho, Bruno Vitalino