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iupp is a loyalty program from Itaú bank, the largest private bank in Latin America. Its brand is a co-creation between marketing, design and product teams. The brand strategy is based on the pillars of trust, access and happiness. They guide all brand expressions and also influence product decisions. That’s why we love it :) The assets were designed for digital performance, different formats, and social media. The simple and systematic graphic identity speeds up layout production and guarantee brand consistency. Today, iupp speaks to 5.4 million Itaú’s customer base and will expand the range when it meets the general public, in 2021.