Decisão Sistemas

Story

Decisão Sistemas

Brand identity and product launch campaign

An updated visual identity to accompany a company’s SaaS as it joins the web ecosystem.

Decisão Sistemas is a tenured company in Brazil’s financial software market, specializing in complex management tools for factoring, credit, and securitization. For decades, one of its flagship products, DISECURIT, has been a trusted tool for securitization firms.

However, the company was facing a key turning point as they prepared to launch APPSEC, a complete, next-generation web-version of DISECURIT. This wasn’t just an update, but rather a massive technological leap from a legacy desktop system to a modern, flexible, and fully web-based platform.

To match this technological leap, the product’s branding also required a significant overhaul.

Core objectives:

Create a new, modern visual identity that would signal a complete technological and aesthetic break from the legacy (pre-2010) software.

Develop a visual system that could clearly and intuitively communicate the software's complex, modular architecture.

Design a flexible visual toolkit to fuel a 3-phase launch campaign across a full digital funnel, including ad creatives, a landing page, and emails.

Strategically evolve the product's core brand color (orange) to maintain brand recognition while building a new, expanded, and digital-first palette.

The solution: a system that reflects the product

To accomplish those goals, the visual identity should be a direct metaphor for the product itself. APPSEC is a complex software with multiple modules, all working together. I translated this architecture into a modular design system inspired by Bento Grids. The grids and their building blocks visually represent the organization, flexibility, and interconnectedness of the software’s different modules.

To anchor the entire campaign, I designed an accompanying Key Visual, which served as a pillar and demonstrated how all the product’s different features come together to form one powerful, unified, and modern platform.

Building the new identity

With the Bento Grid concept as the strategic foundation, I began building the assets for the new visual identity. The goal was to create a modern, technical, and trustworthy toolkit that felt in harmony with the new software UI, but that was not identical to it.

STRATEGIC COLOR & COMPONENT REFINEMENT

I started with the existing brand colors: a core orange and navy blue. My work focused on evolving this palette to be more digital-first. To accomplish that, I:

Subtly touched up the primary hues to be more vibrant and energetic.

Expanded the neutral color palette to allow for more white space and cleaner, more simplistic layouts.

Introduced new gradients to be used as accents in the Bento cells and in backgrounds.

To create that seamless link to the UI, defined clear stroke and box-shadow styles for the content boxes, giving them a tactile, card-like feel.

TYPOGRAPHY FOR CLARITY AND CHARACTER

Typography was key to balancing professionalism with modernity. I selected a new pairing that, while somewhat similar, serves two different purposes:

Host Grotesk was chosen for headlines: its clean and technical letterforms provide a sense of confidence and stability.

Inter was chosen for all body text: while sharing analogous characteristics, when it comes to legibility, it proved a far better fit for smaller font sizes.

This subtle pairing creates a clear, scannable, and professional hierarchy.

ICON SYSTEM

To further allude to the software’s interface and maintain consistency, I selected a single, professional icon system. They were a key part of the grid’s communication, being placed in dedicated Bento cells, often accompanying header text, to visually represent the specific module or benefit being mentioned (such as “Financial Management” or “Security”).

EVOLVING THE BRAND MARK

No changes were made to the existing brand symbol (the “d” from “Decisão”), but its application was reimagined to align with modern trends. Previously, the symbol was used as a flat outline or a transparent fill. Now, it’s used as a subtle and semi-transparent blurred element, acting like a soft, out-of-focus refraction of light, and adding a sophisticated layer of depth and visual interest that interacts with the grid without weighing down the rest of the composition.

The 3-phase launch strategy

In collaboration with my team, I designed a comprehensive 3-phase launch campaign that would deploy the new identity across the full marketing funnel, including all ad creatives, a dedicated landing page, and a targeted email sequence.

The core visual concept was a "progressive reveal." The Bento Grid elements were introduced incrementally, building it up from its simplest parts to its full, complex form, thus visually guiding the audience through the campaign.

PHASE 1: PRE-LAUNCH

The goal of this initial phase was to build anticipation and mystery. The visual language was intentionally minimal and clean. Here, the Bento Grid was deconstructed, with its cells applied sparingly, used only to frame specific icons or key text, while all headers remained unboxed and clean. This hinted at a new structure without revealing it.

PHASE 2: LAUNCH

For the main launch, the goal shifted to maximum impact and clarity. The Bento elements became the clear, central structural element of the design. Now, headings were placed inside solid, orange-colored boxes, and subheaders were framed in subtle, outlined boxes. This made the grid's influence explicit, organizing the information and presenting the product with confidence.

PHASE 3: POST-LAUNCH

After the launch, the strategy shifted from product presentation to creating urgency for the initial launch discount, with the goal of driving conversions. To visually signal this final phase, the grid "completed" itself. The subheaders, which were previously in subtle outlined boxes, were now placed in solid, filled white boxes. This deliberate change gave the layout a more final, "complete" feeling, alluding to a final, solid offer.

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Impact and project takeaways

The launch campaign successfully established APPSEC's new identity, creating a clear visual and strategic differentiation from its legacy predecessor and positioning the product as a modern and trustworthy solution in the competitive financial software market.

The Bento Grid system proved to be a flexible and effective marketing tool, giving Decisão Sistemas a clear, simple, and scalable visual language to communicate complex product features.

Personal takeaways

This project shows the power of a strong central metaphor and how important it is to translate it visually. By identifying the core of the product (its modular architecture), and translating that into a visual system (the Bento Grid elements), I was able to create an aesthetically modern, functional, and intelligent identity. This reinforced the importance of proper storytelling and concept development.

NEXT PROJECT

WiseOffices

Brand identity expansion and application

Expanding the identity of a startup from its raw brand assets to a complete and comprehensive package of deliverables.

NEXT PROJECT

WiseOffices

Brand identity expansion and application

Expanding the identity of a startup from its raw brand assets to a complete and comprehensive package of deliverables.

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