Visual identity · Web portal
Brand and portal for a platform that connects micro and small businesses to consulting subsidized by Sebrae RN, with a language closer to the people who run them.
From a technological, impersonal language to an experience that connects with the entrepreneur.
Sebrae is Brazil’s national agency supporting micro and small businesses. In the state of Rio Grande do Norte (RN), its Hub connects small businesses with subsidized consulting, bringing companies closer to solutions and accredited professionals.
By 2023, the operation had already reached more than 300,000 consulting hours and more than 5,000 businesses served.
300k+
consulting hours in 2023
5k+
businesses served in 2023
The previous experience relied on a predominantly gray, neutral identity built on visual references to technology and computer circuits. The language reinforced the idea of a platform structured for selecting services, but did little to speak to or guide the entrepreneur on the other side of the screen, who needed to discover, choose and hire those services.
| Before | New direction |
|---|---|
| Institutional language | →Closer and more human |
| Operation-driven experience | →User-driven journey |
| Generic, undifferentiated identity | →Distinct, recognizable identity |
| Perceived complexity | →Simpler, guided experience |
How do you create an identity that conveys innovation and closeness without losing the trust associated with Sebrae — and turn a complex operation into a simple, inviting digital experience?
From this challenge, the project was carried out on two connected fronts:
From identity to digital experience
I worked on creating the Hub’s visual identity and designing the portal, following the project from the brand concept to the desktop and mobile interfaces.
The solution was built in collaboration with development, Strategi’s leadership and Sebrae RN’s coordination, balancing experience, business and technical feasibility.
Brand direction
The identity was designed for digital from the start. The goal was to create a brand with its own personality, yet still recognizable as part of the Sebrae ecosystem.
The concept
The symbol combines a fingerprint with the outline of Rio Grande do Norte.
The fingerprint stands for the uniqueness of each business, while the territory reinforces the local, close nature of the service.
Visual system
The visual system combines the Hub’s own elements with references from the Sebrae brand:
Sebrae blue keeps the association with trust and institutional recognition, while cyan, green, yellow, lilac and magenta bring more energy and closeness.
An identity designed to work in the product
The new identity was not treated as just a visual layer. Its principles — shapes, colors, graphics and photographic language — were built into the portal experience to create clearer, more human and consistent communication.
One platform. Different needs.
The Hub connects different players within the same ecosystem. For the public portal, the experience was structured mainly around two goals:
Entrepreneur
Search → learn → request → hire
Provider
Discover opportunities → list services → serve
The experience architecture was organized so that each audience could quickly find its way, without turning the platform into an overly complex interface.
Entrepreneur
Provider
From discovery to starting a request
The portal is the Hub’s front door. Its role is to help entrepreneurs find a solution, understand the offer and start the request process.
The experience starts with discovering services.
Search, categories and featured items offer different paths to a solution, even for users who don’t yet know exactly which service they’re looking for.
Once they find a solution, users need to understand whether it fits their business.
The service page organizes information such as description, target audience, field and offer details, reducing uncertainty before the next step.
From the chosen service, the portal shows the way to start a request.
Users are directed to sign in to the platform, where the journey continues.
Portal
Identity applied to the experience
The new identity was translated into the portal interface, creating a visual language of its own without losing the association with the Sebrae ecosystem.
Identity
Product
The home page brings together the main discovery paths and presents the Hub in a more visual, entrepreneur-oriented way.
The way services are organized offers different paths to finding solutions.
The page gathers the information needed to understand the offer and decide to start a request.
The CTA marks the transition between the public portal and the authenticated platform.
The same visual language was adapted to different access contexts, preserving hierarchy, content and main paths.
An identity that evolved with the product
The project established a new identity for Hub Sebrae RN and translated it into a digital experience that is closer, clearer and built around the entrepreneur.
Key result
Identity approved
for the SaaS evolution
The new identity was approved to be incorporated into the Hub’s SaaS, becoming a visual reference for the product’s evolution.
