JGP is an independent Asset and Wealth Management group based in Rio de Janeiro. Founded over 20 years ago, it had never gone through a branding process, and now had the challenge of becoming more approachable and friendly in order to expand its presence, previously exclusively B2B, to the B2C market.
A JGP é uma gestora independente de recursos e investimentos. Nascida há mais de 20 anos, nunca havia passado por um projeto de branding e tinha como desafio se tornar mais simples, fácil e friendly, se preparando para a entrada, antes B2B, no mundo B2C.
30 proprietary photos were produced by renowned photographer Aderi Costa art directed by me on location. They follow a specific minimalistic/noir aesthetic and fall under five major themes: people at work, hands & details, workstations, reflections and architecture.