Midway Digital

In 2021, Riachuelo launched Midway, a digital account offering accessible financial solutions and daily returns tied to the CDI. Integrated into the Riachuelo ecosystem, Midway was designed to simplify financial management with just a few clicks. We developed a content strategy to engage younger audiences and crafted a visual and verbal language guide focused on financial education and accessible payment options.

Creation of a new visual identity for Midway's digital platforms.
Development of a content strategy for the brand launch to connect with a younger audience.
Establishment of the brand's tone of voice and creation of the response guide.
Content focused on financial education and accessible payment options.

MY ROLE: