Contribution
Art direction
Graphic design
Print media design
Tools
Illustrator
InDesign
Photoshop
After Effects
Biz @ CONARH 2025: Making Brands Visible
The challenge
At CONARH 2025 (the largest Human Resources congress and tradeshow in Latin America) Biz needed to powerfully advertise its white-label employee benefit cards to a specific audience: HR professionals (primarily women, 35-50). The goal was to shift their perception from seeing benefit cards and workplace financial services as a generic utility to a valuable branding asset. We needed to answer: "Why shouldn't your brand be on the services you pay for?"
The solution
A provocative, research-backed campaign that transformed an abstract service into a tangible competitive advantage.
1. Strategic foundation:
Data-driven research: Began with research and analysis of attendee behavior and expectations to inform every design decision, from booth flow to messaging.
2. Conceptual visual identity:
Visible brand vs. Invisible brand: Translated the message ("If you pay for the benefits, why doesn't the card carry your brand?") into a striking visual system using high contrast lighting (bright colors vs. dark colors), focus effects (sharp, vibrant elements vs. blurred ones), glassmorphism & transparency (to create layers and communicate the concept of revealing the brand hidden within generic services).
3. Audience-tailored execution:
Bold & modern aesthetic: Resonated with the target demographic’s profile.
Catalogue magazine & social media content: Extended the campaign’s reach and presented Biz's catalogue of services efficiently.
Interactive card envelope and reveal: Designed unique, branded envelopes for top clients with a sliding mechanism that made unboxing a fun, exciting, and desirable experience.
Impact & results
Engagement & conversation: The provocative message and striking visuals stopped traffic and successfully challenged preconceptions, helping Biz obtain 1000+ new leads over the course of 3 days (with an estimate of 600+ hot leads).
Memorable brand experience: The interactive card reveal created a tangible "wow" moment, directly linking Biz's service to positive emotion and increased perceived value.
Strategic alignment: Every design choice, from the initial moodboard to the final materials, was purpose-built to convert HR professionals by speaking directly to their needs and profile.
About the client
Biz is a forward-thinking financial technology startup and regulated financial institution in Brazil. Its mission is to decentralize financial services by offering personalized, modular solutions, from white-label credit cards and payment processing to multi-currency digital accounts, empowering businesses with tailored financial tools.
CONARH is the largest Human Resources congress and tradeshow in Latin America, gathering thousands of HR managers, directors, and professionals to explore new trends, technologies, and solutions for the workplace.