All Finance

The moment

Felipe came to us with a product called e-mind, a powerful personal finance app that connects accounts, organizes transactions, manages tasks, and uses AI to keep your financial life from slipping into chaos.

The product was strong. The brand wasn't.

"e-mind" sounded like a wellness app. The logo, a head silhouette with a speech bubble, didn't differentiate from the dozens of other Brazilian fintechs already crowding the App Store. The visual system couldn't carry an international launch.

Felipe needed a brand that could compete with Nubank and PicPay at home, and feel premium enough for the US market when the time came.

What we did

1. New name: ALL

Three letters. Two syllables. Reads the same in English and Portuguese. Built from the product's promise, "all your finances, in one place." The name is also the tagline.

2. Visual identity

A symbol built on the idea of two data flows meeting, accounts, cards, transactions that used to be scattered, now centralized. Two inclined shapes form a recognizable mark that works at favicon size and on a billboard. Night blue + soft gold + ice blue: a palette tuned for trust, not for hype.

3. Brand book

A 15-page document covering concept, grid construction, color rationale, typography (Urbanist), logo applications, and brand collateral mockups. Built in English and Portuguese so Felipe's team could roll it out across Brazil and the US without retranslating anything.

4. App icon + in-app touchpoints

Designed for iOS and Android home screens, recognizable in a sea of fintech blue. The logo's two-shape symbol scales down without losing identity. Plus splash screens, loading states, and onboarding flow visuals.

5. Launch creative

A 9-slide carousel that opens with chaos ("Pare de viver no caos", stop living in chaos) and ends with a download CTA. Full content rollout for paid traffic in 1:1 and 9:16 formats.

6. App Store assets + UGC brief

Store listing copy, screenshots, hero graphics for both Apple and Google Play. A UGC creator brief built around real user stories, built so Felipe's team can run the campaign in-house once we hand it off.

The thinking

“The two inclined shapes that make up the symbol visually reference data flows or pathways, representing accounts, cards, and transactions that were previously scattered and are now centralized and organized within the application.”

Every visual decision had to do strategic work. The night blue isn't decorative, it signals institutional trust, the same way every credible bank uses it. The soft gold isn't fashion, it's the warmth that keeps the brand from feeling cold and corporate. The two-shape symbol isn't an aesthetic choice, it's a literal visualization of the product's core promise.

Most agencies skip this part. They make something that looks good, then back-fill the rationale. We did the rationale first.

What Felipe says

“Honestly, it only looks this good because of them. I came in with a product I believed in but a brand that didn't fit anymore, and SIMMARK gave me something I'm excited to put my name on. Trusting them with this was the right call.”

What we didn't do

We're a brand and content studio, not an app development shop. We did not write the iOS or Android code. Felipe's product team handled engineering. We delivered everything that touches the user before they tap "Download", and everything they see in the App Store, on social, and on Felipe's LinkedIn.

We didn't just hand over a logo and disappear. Beyond the identity system, we're actively leading ALL's launch communication, including social media direction, launch rollout strategy, and creator-focused UGC campaigns designed to scale awareness organically alongside paid traffic.

Results

• Brand book: Delivered in EN + PT-BR.
• Total launch assets: 80+ pieces across formats.
• Markets: Brazil first, US following.

Once ALL is live, this section gets real download numbers, sign-up conversion, and brand recall data. We're committed to keeping this page honest.