The project explored how transparency, flow, and spatial clarity could transform the emotional experience of banking.

THE INSTITUTION REIMAGINED

A banking environment redesigned around transparency, accessibility, and customer trust.

THE CHALLENGE

Traditional banking environments often feel:

• transactional

• opaque

• intimidating

• operationally fragmented

Bradesco sought to modernize its customer experience while creating a more cohesive relationship between architecture, branding, and service.

The challenge was to transform the branch into an environment that felt:

• open

• intuitive

• contemporary

• Human-centered

THE APPROACH

Transparency as Architecture

Glass, openness, and visual continuity reduce psychological barriers.

Flow & Accessibility

Spatial planning simplifies navigation and customer movement.

Integrated Brand Environment

Architecture, signage, digital systems, and communication work as one ecosystem.

Technology as Support

ATM and self-service areas were redesigned to feel more intuitive and less transactional.

Humanizing the Institution

Materiality, lighting, and openness soften the traditional banking experience.

EMOTIONAL EXPERIENCE JOURNEY

Arrival — Reassurance

The environment communicates openness rather than bureaucracy.

Navigation — Clarity

Customers move intuitively through the space without confusion or friction.

Interaction — Confidence

Service environments feel professional, calm, and approachable.

Self-Service — Autonomy

Technology empowers customers without creating distance.

Relationship — Trust

The branch becomes a place of interaction, not simply transaction.

IMPACT

The redesign aligned brand identity, architecture, and customer experience into a unified system.

It resulted in:

• Improved customer accessibility

• Stronger alignment between physical and brand experience

• Enhanced perception of transparency and modernization

• More intuitive self-service integration

• A scalable design language adaptable across locations

ROLE

Creative Direction & Brand Environment Development
Liaison between New York creative teams, Brazilian stakeholders, architects, and vendors
Spatial experience strategy, branch environments, self-service systems, and customer-facing touchpoints