From the merger of two of the biggest Brazilian banks, the challenge was to conceive a strategy of internal communication able to unify both cultures until then different and concurrent, but without the predominance of one over the other – that means, without a dominant image, guide, colour palette or aesthetics. It was a bolt-from-the-blue construction – or started from a few things only – for the brand design of the biggest bank of the Southern Hemisphere and one of the 20 biggest ones in the world.

For a financial conglomerate that has just born and needed to build its corporate culture, nothing more appropriate than the materialization of values (abstract ones by definition), desired for the new institution. Mock-ups became such visible and touchable values and caused a big surprise when paraded through offices and halls, actuating as an excellent teaser for a next election. Incorporated to the decoration, mock-ups recall Itaú Unibanco values each time collaborators look at them.

Numerically, it meant the most expressive result in the history of internal communication of both institutions: 30 thousand votes in the first day and 141 thousand in the end of the election, from which 69 thousand have been unique votes. That means almost 70% of collaborator participation. But the big result has been really of qualitative order: the campaign had a largely positive impact that accelerated the assimilation of the new Itaú Unibanco culture and let a very remarkable remaining. Thus, the campaign and widespread values are remembered until now and perhaps forever.