When invited to develop the branding project for Credit Suisse Hedging-Griffo, leading asset-management company in the Brazilian market, we observed characteristics that are very particular of this industry: focus on pragmatic results, exclusive attention to financial earnings and bonds that are only commercial.

However, something in Credit Suisse Hedging-Griffo’s format and way of acting differentiated them – a more humanized vision, essence of the company’s personality and ethos.We created the “Enriching life” positioning, once enrich in life would be the market’s conventional bias.Yet, how to make this feel concrete for clients in an efficient and relevant way?

Like the coin, the design project of this publication was created with two sides, two covers, two visions. A heads side with a humanistic vision – philosophical, sociological, psychological etc., and a tails side with analyses and debates about economic and financial matters.

More than a branding strategic action, this project reflects our vision about the role of design: to promote closeness among people, visions and cultures through a qualified content and its best expression in its beautiful form.Cara & Coroa is a magazine of ideas to enrich life.

When measuring through a survey what the Bank’s best and richest clients most admired in the company, Credit Suisse Hedging-Griffo found that their most representative assets today are: first, CSHG’s Investment Funds strategic manager, Luis Stuhlberger, and second the Cara & Coroa Magazine.