Invés
Finance / Consulting
From financial planning to a brand that breaks from traditional advisory.
From financial planning to a brand that breaks from traditional advisory.
1. CONTEXT
Futuro Capital is a financial planning consultancy that decided to break away from the industry’s traditional language. In a market that almost always speaks in terms of security, stability, and tradition, and where most names rely on English terms or technical, forgettable combinations, the consultancy repositioned itself to propose a different relationship with money.
Futuro Capital is a financial planning consultancy that decided to break away from the industry’s traditional language. In a market that almost always speaks in terms of security, stability, and tradition, and where most names rely on English terms or technical, forgettable combinations, the consultancy repositioned itself to propose a different relationship with money.
2. CHALLENGE
The new positioning, challenging the status quo of financial planning, called for a name to match. It needed to represent a more human, approachable way of looking at money, less bound by the industry’s ready-made formulas, communicating naturally even with people unfamiliar with financial jargon and without relying on additional explanation.
The new positioning, challenging the status quo of financial planning, called for a name to match. It needed to represent a more human, approachable way of looking at money, less bound by the industry’s ready-made formulas, communicating naturally even with people unfamiliar with financial jargon and without relying on additional explanation.
3. SOLUTION
The answer came from turning an existing word into an asset for the brand. Invés comes from everyday Portuguese, meaning a different direction or looking at the same question from another angle, while also echoing investir (“to invest”) in Portuguese, English, and Spanish. A Brazilian word, short and familiar, it captures the brand’s invitation to clients: to consider another possible path before making a decision, with freedom and clarity about their financial future. The name also extends naturally into the brand’s language, as in the invitation “Vire Invés”, and serves as the starting point for the entire communication.
The answer came from turning an existing word into an asset for the brand. Invés comes from everyday Portuguese, meaning a different direction or looking at the same question from another angle, while also echoing investir (“to invest”) in Portuguese, English, and Spanish. A Brazilian word, short and familiar, it captures the brand’s invitation to clients: to consider another possible path before making a decision, with freedom and clarity about their financial future. The name also extends naturally into the brand’s language, as in the invitation “Vire Invés”, and serves as the starting point for the entire communication.
4. RESULTS
Within 18 months of the rebrand, Invés doubled its assets under management, from R$2.4 billion to R$4.8 billion. The name cemented Futuro Capital’s transition into a single, cohesive brand, registered with INPI under the financial services class and with its own domain at inves.finance. In a market filled with technical, formal names, Invés stands out without artifice and single-handedly supports the entire language platform built around it.
Within 18 months of the rebrand, Invés doubled its assets under management, from R$2.4 billion to R$4.8 billion. The name cemented Futuro Capital’s transition into a single, cohesive brand, registered with INPI under the financial services class and with its own domain at inves.finance. In a market filled with technical, formal names, Invés stands out without artifice and single-handedly supports the entire language platform built around it.
