Purple is everywhere in fintech. This bank rebranded but kept the color

To bring a Brazilian bank to the U.S., designers wanted a brand that felt global.

Launching a bank in the U.S. involves layers of super complex compliance, legal requirements, and auditing. For Nubank, a Brazilian-based digital bank that launched in the U.S. last month under the name Nu, the branding was actually the hardest part.

Building a customer support team or launching a platform for credit cards “are clear, more objective things that we need to do,” cofounder Cristina Junqueira tells Fast Company. “The brand is, in my opinion, the........

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