Arquitetura de marca & portf├│lio




Brand Architecture, Portfolio Architecture


With more than a decade of history in innovation and technology in the financial sector, Elo is the largest Brazilian brand, with millions of cards issued. A Brazilian company with a high technological investment in services and products that relate to various audiences.

Faced with a moment of accelerated growth, Elo invited Narita to help organize its portfolio to increase brand recognition and value.


To understand the complexity of such a dynamic business, Narita took a deep dive into the brand’s universe, interviewing dozens of managers from all areas, in-depth interviews with all consumer profiles (b2c), and a series of strategic conversations. With other stakeholders and customers (b2b) who interacted with Elo.

The objective was to understand all the details of the portfolio of products and services, the demand and dynamics of the company’s technological development, and evaluate the criteria for the construction of names used in the past.


After understanding the brand positioning strategy and all the nuances of such an organic and ultra-technological business, Narita created an ideal Brand Architecture scenario with more simplicity, clarity, and flexibility for managing the Elo portfolio.

We defined consistent pillars and guidelines to map and organize all products and services, providing practical and objective guidelines for expansion, whether in new solutions or future acquisitions. The strategy also included a set of rules for the creation of naming to facilitate communication and strengthen the perception of an increasingly innovative and efficient brand.