Money. Just hearing the word can make some people’s hearts sink. It’s the money that’s never enough, the crushed dreams of buying a home, or the uncertainty of how much to charge for your work. On top of that, there’s an avalanche of messages yelling “make your first million” paired with high-tech spreadsheets that practically talk. In the midst of all that noise, Amuri’s down-to-earth approach shows that managing money with financial intelligence can be simple and even appealing.

The brand’s central idea is to simplify complex concepts, reflecting Amuri’s way of thinking. Each topic covered in his programs: Dinheiro Sem Medo (Money Without Fear) and Finanças para Autônomos (Finances for the Self-Employed) received its own simplified icon and sub-brand, along with his podcast, Uma horinha sobre grana (An Hour About Money). The entire visual identity was built on firm and natural strokes, deliberately avoiding cold, corporate-style figures. The result feels organic and human, a reminder that while this is a company name, it’s also the surname of a person who will walk closely with each client through every stage of the process. These are some of the feelings that bring Amuri to life, the Beloved Brand of this financial intelligence consultant, created to simplify money management with groundedness and lightness.