About the project
Clube FII is the most relevant website of Real Estate Investment Trust ( REITs ) in Brazil.
The website provides daily information for more than 200k subscribed users through forums, online courses, articles, interviews and a set of advanced tools for investors to learn, build, track their portfolios and reach their financial goals.
The problem
In 2015 a friend of mine who is a developer was investing in REITs and creating software for himself to help track and manage his investments.
So he came with the idea of transforming his initial software into a digital product and platform that could be the go-to place for people in Brazil who invests in REITs. and needed a partner to lead the creative and design direction. So I decided to start this company with him.
In the beginning, we didn't have much money or resources, and he invested from his pocket the bare minimum to cover the basic costs of starting the business.
Brand elements
The same brand elements are used on each media through the project. We have one typeface, 5 icon categories, patterns, different styles of illustrations, and one style of photography.
Connecting the brand through all medias
There is an ongoing effort to make sure all the branding aspects are connected to both the digital and offline medias. The text styles, color palette, illustrations, photography, and spacings measurements are all interconnected with the website, PDF reports, youtube videos, and social media posts.
Leaving room for expression
I didn't want to be very strict with the rules of the design system, so depending on the project, there are possibilities for visual experiments, making the life of the creative contributors much happier.
A design system that works online and offline
I created a design system that works not only on the digital platform but also on PowerPoint presentations, books, eBooks, magazines, videos, and social media posts. The same assets and brand elements are used on all these different media throughout the entire project.
The outcome
In 5 years we created a product that disrupted the REITs market in Brazil, and that everybody from the financial market in Brazil knows it and uses it.
As of 2020, the company have 10+ employees, 200k subscribed users, 125k monthly first time users, 3 million monthly page views with an average of 6:30 minutes session duration, and 5 pages per session, 50k instagram followers and 40k youtube followers.
As we keep launching new tools and growing our client base, we keep hiring new people to collaborate with us, always with the mission to be the best online resource of REITS in Brazil.
My role on the project
My role as a founder and design director consists of leading the entire creative and design direction in the disciplines of design systems, user experience, digital product, collaterals, branding, advertising, motion, video, and social media.
I design a lot of things on my own and lead a team of collaborators, like front end developers, motion designers, video editors, creatives, and other kinds of people that contribute full time, part time or on special projects.
Many thanks to
Felipe Chaves, Júnior Morais, Thiago Otuki, Nathan Otávio, João Pádua, Eduardo Alcantara, Hebert Quiroz, Sérgio Wontroba, Beethowen Souza, André Silvestre, Flávio Waiteman and Crew, Isay Weinfeld and Crew
