Exame is the most trusted economic magazine in Brazil. To the point that every other company in the country use it as a source for quality information about money.
To launch its new product focused on investments, the Exame Invest magazine, we brought to the surface Exame's trustyworthiness to the concept: FROM THE SOURCE.
After a bit of researching, we identified a pattern that was repeated over and over again: the words "Source: Exame." Our design system was based on the three dots of the sentence - ":" and "." - that work as a visual sign of reliable and verified information.
Using the main "Exame" logotype as inspiration we developed, in partnership with Plau Design, a new Type that highlights some of its patterns and details. The end product is the new font for Exame Invest, a type that pays homage to the original brand's visual design and will be used both for campaigns and for the whole magazine.
We also developed a TVC combining the photoshoot with the new typography.