Caixa IU
— Making banking interesting for young communities — University is the first step towards an independent life. In the fringe of adult life, there is an opportunity for young adults to start getting financial knowledge and control on their lives. — Entering university marks the transition to a new phase of life. It’s not necessarily about change but about evolving. This keyword was the base for our creative approach. IUVOLUTION, is Caixa Bank’s concept to reach a young audience, from entering higher education to the first investments in the professional plan. We wanted to get into students' imaginations and talk toe-to-toe to highlight the true value of financial products specially designed for them. Therefore, the graphic language could only be dynamic, vibrant and connected, using references characteristic of this segment.
