MaisMei
Tech / Finance / B2C
From a government look-alike to Brazil’s most trusted platform for MEIs
From a government look-alike to Brazil’s most trusted platform for MEIs
1. CONTEXT
MaisMei is a platform dedicated to Individual Microentrepreneurs (MEI), simplifying bureaucracy and centralizing business information in one place for an audience that represents the majority of entrepreneurs in the country.
MaisMei is a platform dedicated to Individual Microentrepreneurs (MEI), simplifying bureaucracy and centralizing business information in one place for an audience that represents the majority of entrepreneurs in the country.
2. CHALLENGE
The market for MEI solutions was homogenized: many companies presented themselves with the same look as the official government portal, to the point where users didn't know who they were dealing with and felt deceived. MaisMei needed to differentiate itself from both these platforms and the government website, with a clear, unique, and transparent identity. At the same time, it was necessary to create a language capable of embracing the vast diversity of the MEI audience and celebrating the authentic, creative, and innovative spirit of Brazilians, making the platform a source of inspiration, not just a tool.
The market for MEI solutions was homogenized: many companies presented themselves with the same look as the official government portal, to the point where users didn't know who they were dealing with and felt deceived. MaisMei needed to differentiate itself from both these platforms and the government website, with a clear, unique, and transparent identity. At the same time, it was necessary to create a language capable of embracing the vast diversity of the MEI audience and celebrating the authentic, creative, and innovative spirit of Brazilians, making the platform a source of inspiration, not just a tool.
3. SOLUTION
The project transformed the "Brazilian way" into a competitive asset. The brand incorporated cultural elements such as accents, popular festivals, and icons like the caramel-colored mutt, in a light-hearted, humorous, and approachable manner. Colors, shapes, and graphic elements reflect the diversity of the audience, while the verbal language speaks to those who are entrepreneurial. From positioning to experience, each stage was built with the active participation of the CEO and the marketing team at MaisMei.
The project transformed the "Brazilian way" into a competitive asset. The brand incorporated cultural elements such as accents, popular festivals, and icons like the caramel-colored mutt, in a light-hearted, humorous, and approachable manner. Colors, shapes, and graphic elements reflect the diversity of the audience, while the verbal language speaks to those who are entrepreneurial. From positioning to experience, each stage was built with the active participation of the CEO and the marketing team at MaisMei.
4. RESULTS
In two years, MaisMei grew from 1 million to over 4 million users in Brazil, and in 2026 it was acquired by the Visma Group. The new positioning replaced the distance of the category with an emotional connection to the entrepreneur, fostering a sense of belonging and pride in being Brazilian.
In two years, MaisMei grew from 1 million to over 4 million users in Brazil, and in 2026 it was acquired by the Visma Group. The new positioning replaced the distance of the category with an emotional connection to the entrepreneur, fostering a sense of belonging and pride in being Brazilian.
