fran
ITAÚ UNIBANCO · CASE STUDY
Redesigning the Brand Guidelines Platform
Employees and external agencies had trouble finding and downloading brand assets. In usability tests, users completed 90% of tasks and rated their satisfaction 4.6 out of 5.
At a glance
ROLE
UI/UX Designer
PLATAFORM
Bynder
TEAM
Solo project
PROBLEM
Employees and external agencies had trouble finding and downloading brand assets.
DURATION
1 year
RESULT
In usability tests, users completed 90% of tasks and rated their satisfaction 4.6 out of 5.
Context
I redesigned the Itaú Visual Identity Guide inside Bynder, the platform where the bank keeps its brand materials. The goal was to give employees and partner agencies easy access to brand assets and writing guidelines, so everyone could follow the same brand rules and work independently.
The challenge
The old experience had technical and operational barriers:
Access barrier: A corporate login was required, so external partners (agencies and freelancers) could not get assets on their own.
Operational bottleneck: Employees lost time sending files by email or chat.
Lack of visual context: The tone of voice (UX writing) guidelines had few practical examples, so they were hard to apply.
Outdated versions: It was hard to make sure everyone was using the latest version of the brand.
Research
Design system benchmarking
To learn best practices for sharing brand materials, I studied three global design systems:
Composition and flexibility.
Stakeholder interviews
I talked with stakeholders to understand the pain points in the current process.
Pain point: Complex navigation and too much "bureaucracy" for simple downloads.
Opportunity: Bring visual and verbal guidelines (tone of voice) together in one place.
Technical documentation and accessibility.
Visual guidelines and motion.
Define
HOW MIGHT WE...
give secure access to both restricted and open materials?
help copywriters and creative directors get assets faster?
keep every file up to date in real time?
Ideation and prototyping
I created mid-fidelity wireframes focused on information architecture. I started with the onboarding page ("How to use this guide") and then moved to the core sections: Logos and applications, and Colors and typography.
Design
system
To make the redesign scalable and consistent with the Itaú brand, I built a simplified design system focused on documentation components.
The goal was a clear, functional interface that lets the content take center stage.
FOUNDATIONS
COLOR
Orange #FF6300 leads the brand. Grays support the content. Red is reserved for errors.
COMPONENTS
SMART DOWNLOAD CARDS
Each card shows format, file size and version under the thumbnail, so users can choose the right file without opening several tabs.
TYPOGRAPHY
A clear scale for headings, body and captions keeps long guideline pages easy to scan.
DO AND DONTS BLOCKS
Icons and a semantic red color give quick guidance on what to avoid.
SPACING AND SHAPE
An 8px grid for consistent vertical rhythm. 4px radius on buttons and 10px on images and shapes, echoing the shape of the Itaú logo.
BUTTONS
Default, hover and disabled states, built around the main action: download.
Usability testing
Between June and August 2022, I ran moderated tests with 5 participants from Branding, CX and Marketing, covering different personas. I collected data with an adapted ASQ (After-Scenario Questionnaire), using a 5-point scale.
QUANTITATIVE RESULTS
Task completion rate
Overall satisfaction
Ease of use
Speed of task execution
Overall satisfaction
TIME PER TASK (AVERAGE)
To find the Presentation Templates asset
To find the Typography and Colors page
QUALITATIVE INSIGHTS
Learning curve: Described as fast and intuitive.
Perceived value: Users said the layout itself teaches how to use the brand elements.
Navigation: One participant compared it to the logic of files on a Mac.
Improvements
Based on the feedback, I made these changes right away:
Content hierarchy: I moved practical content (downloads) to the top for quicker access.
Less noise: I removed duplicate internal menus for cleaner navigation.
Teaching: I added videos and animations to show how to use the brand in motion.
Outcome
The redesigned guide became the single source of truth for the Itaú brand in Bynder. Partner agencies can now find materials on their own, and users completed tasks quickly and rated the experience highly.
