Nubank Caixinhas
Nubank needed 40 photographic images in 3 different formats for 2 distinct products. Each required functional icons for the app, emotional resonance with diverse audiences, and perfect brand consistency—all within an aggressive timeline. We developed 3 formats following specific visual guidelines that seamlessly integrated into Nubank's design system while transforming the visualization of financial products. Using the LORA system allowed us to deliver a high level of precision and consistency in a very short timeframe, with a small team. This brought unprecedented efficiency to the asset production process.
Client
Nubank Caixinhas
Industry
Finance
Year
2025
Services
Brand Identity
Art Direction
A.I. Production
01 Context & Challenge
Nubank is one of the world's largest digital banks, with 120M+ customers across Latin America. Its Caixinhas feature — which lets users organize savings around personal goals — relied on generic stock imagery that didn't belong to the brand. No consistent lighting, no Nubank purple, no system. Every new goal category required a new licensed image sourced from scratch. The problem was aesthetic and operational: there was no scalable way to produce visual assets across two distinct segments (Core and Ultravioleta) without accumulating cost and complexity with every update.
02 Strategic Intent
The shift wasn't just visual — it was structural. Rather than producing images, the goal was to build a system that produces images. That meant moving brand consistency from the prompt level to the model level: encoding Nubank's visual language directly into a custom LoRA so any designer could generate on-brand assets with just two inputs — no engineering support, no prompt expertise required. This was the 0→1 moment: the first AI-led initiative to deliver production-ready, live assets across the company. "We only achieved that with Caixinhas." — Fernando Marar, Head of Brand at Nubank.
03 What We Built
A custom AI production pipeline built on Krea + LoRA + Weavy, delivered in 8 weeks. The LoRA was trained on four carefully curated reference images to capture Nubank's material quality, lighting behavior, and color signature across both segments. A structured prompt formula ensured repeatability in Portuguese, Spanish, and English. The system was then deployed as an internal no-code tool (Weavy App) where designers generate production-ready visuals by filling in two fields: Principal Element and Context. The tool supports generative background expansion — re-imagining scenes across formats rather than cropping — preserving composition from 156×156px icons to 375×812px full-screen hero images.
04 Impact & Extension
120+ AI-generated visuals delivered across 20 categories. 40 hero assets expanded into 120 outputs. 3× faster than photo shoots. 50% cost reduction versus traditional workflows. $0 marginal cost per asset after tool implementation. 112M Core users and 700K Ultravioleta users reached through the system.
The result proved extensible: Nubank immediately commissioned a new version of Caixinhas for users under 18 — same architecture, same tool, adapted for a new audience — confirming the system as living infrastructure, not a one-off project.
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