Naponta is a Brazilian franchise specialising in providing simple and affordable accounting solutions for small businesses. In a country where entrepreneurs often grapple with the burden of managing their own accounting due to cost constraints, Naponta emerges as a game-changer, offering accessible and user-friendly services tailored to small enterprises. Not only does Naponta support small businesses, but it also extends a unique opportunity for accountants to pursue self-employment with the full backing and assistance of the franchisor.

With the values and audience in mind, we saw a unique opportunity to break away from the digital-dominated accounting market and build a brand that was refreshingly human. Our aim was to create a fun, joyful, and youthful brand that radiates warmth and approachability, while still staying modern and dependable.

In this pursuit, we decided to redefine a popular Brazilian saying, “Colocar na ponta do lápis” (“to put on the tip of a pencil”), and use it as a creative concept. This saying, which traditionally refers to meticulously managing a company’s cash flow to detect any issues that might arise, became the foundation for Naponta's visual and verbal identities.

The visual identity was entirely centred  around the element of the pencil, using it not only as the symbol but also incorporating its scribbles and textured illustrations into the brand assets. To balance this, the grotesk typography and highly saturated colours were chosen to give the brand a modern, digital look. Our verbal language followed this juxtaposition, with the main tagline "from the tip of a pencil to the tip of your fingers," blending the traditional saying to represent the past with the modern notion of digital accessibility.