Nubank Caixinhas Under18
For an under-18 financial product, we created 20 photographic assets in three formats for two offerings, balancing functional clarity with emotional relevance for a diverse youth audience. The main challenge was maintaining visual cohesion across fashion, cultural, and stylistic variation. We addressed this by training a custom LoRA and building a system based on light and texture rather than fixed color schemes. With a small team and an AI-driven workflow, we delivered high-precision assets at scale within an aggressive timeline.
Client
Nubank Caixinhas Under18
Industry
Finance
Year
2025
Services
Brand Identity
Art Direction
A.I. Production
01 Context & Challenge
Nubank's Caixinhas feature — which lets users organize savings around personal goals — was built for a broad audience. But the visual language developed for Core and Ultravioleta didn't translate to users under 18. A younger audience needed a different aesthetic, different energy, and a different relationship with the product. The brief was to create 20 images specifically for the U18 segment, across three formats, with a visual language that felt native to a Gen Z and Alpha audience.
02 Strategic Intent
The U18 expansion wasn't a reskin of the original system — it required a distinct visual identity within the same product. But beyond the visual direction, there was a bigger challenge: Caixinhas is a product that requires a near-infinite number of images, since every user can customize their savings goals. The strategic goal was not just to deliver a batch of assets — it was to deliver a system that Nubank's team could keep expanding independently, generating stronger identity and deeper connection with a younger audience at any scale.
03 What We Built
60 AI-generated images across three formats — icon (1:1), header (16:9), and full screen (9:16) — covering 20 goal categories tailored to the U18 audience. Each image was built around a prominent central element representing a specific savings goal, rendered in a contemporary 3D style with metallic finishes and a more intense use of Nubank's Light Purple — the color signature of the Under 18 identity. The project closed with a system prompt that gives Nubank's team the ability to continue expanding the image library on their own, maintaining visual consistency without requiring MAAR's involvement in every new asset.
04 Impact & Extension
All 20 images went live in the Nubank app across three formats. The U18 expansion proved that the AI production system built for Caixinhas was genuinely extensible — the same architecture adapted to a new audience, a new aesthetic, and a new set of creative requirements without rebuilding from scratch. More than delivering a batch of images, the project ended with a system prompt that gives Nubank's team the ability to keep expanding the image library independently — essential for a product that requires a near-infinite number of visuals, since every user can customize their Caixinhas around their own goals.
The result is stronger identity and deeper connection with a younger audience, and a production capability that scales with the product itself.
Related work
