Marcos Oliveira - Finanças na Mochila

At a time when the Sicredi Foundation was deepening its social impact initiatives, it created the Financial Education Journey in Schools program, aimed at teaching students the importance of planning and consistency. Our collaboration began when the Foundation decided to give the program, which was already transforming the lives of thousands of students, an identity of its own.

From there, we established a key idea: it is through embracing our differences and recognizing the value of small steps that we can make a difference. The project’s new name, Finanças na Mochila (Finances in Your Backpack), draws on a symbol of mobility and transformation: the school backpack, which carries practical knowledge wherever it goes. We developed the visual signature in line with the Foundation’s brand standards and created a welcoming verbal identity, brought to life through Edu, the project’s mascot.

Designed to bring the program even closer to its target audience, Edu is a curious and patient young tortoise who reminds us that great achievements happen one step at a time, and that slow and steady wins the race. Edu was chosen as a tortoise because it is part of Brazil’s native fauna and has friendly features that appeal to a young audience. His glasses reinforce the idea of looking ahead and thinking long term. In this way, the Finanças na Mochila program enters schools to embrace differences and turn small choices into big results.

STUDIOBAH

Creative Director: Felipe B. Amaral
Project Manager: Bianca Groff
Strategy Team: Bianca Groff, Marcos Oliveira, Ana Beatriz Nunes
Naming: Manuella Graff, Marcos Oliveira, Mariana Cunha, Calvin Cousin
Verbal Universe: Mariana Cunha
Design Team: Ronald Zanardi, Thomas Becke
Illustration: Thomas Becke
Motion: Thomas Becke
3D: Berro Motion
Case Study: Thomas Becke, Ricardo Franco