During a brand activation, Nubank brought Leslie David Baker to Brazil to star in an advertising film. In the story line, he moves to the country for retirement but ends up diving into entrepreneurship. That's how the “Planos no Papel” stationery came to life, later materializing into a pop-up store. Influenced by the character’s life, including jazz and bossa nova, the visual identity took shape. The event’s giveaways featured illustrations highlighting the balance between relaxation and work.

As Leslie himself would say: “a bit of work and a bit of rest.” To reflect this balance, we chose two main typefaces for the project: Ferpa, from the Brazilian foundry Typeoca, with its sharp edges and serious serif representing the work ethic, and Minute from PintassilgoPrints, mimicking a handwritten note, capturing the relaxed vibe of vacation.