Carried out in partnership with the agency FutureBrand, the project marks the company’s strategic repositioning
Arquivei announced a rebranding in partnership with the agency FutureBrand, and is now called Qive. The brand represents a strategic repositioning of the company in the market to reflect its new scope of operations, which now includes innovative financial services. “Simplification is an important value for us and corresponds to our purpose of making tax management, which is complex for most people, something simple, immediate and intuitive”, says Gabriela Garcia, Head of Marketing at Qive.
The rebranding project involved a complete change in all of the company’s visual elements. The color blue was replaced by orange and black in a vibrant palette, which was chosen to stand out in the category and communicate innovation, bringing new visual codes that respect the legacy and, at the same time, point to the future. The central symbol of the brand is now the letter Q, representing quality and innovation. The new sans serif typography was chosen to convey modernity and dynamism. With clean and contemporary lines, it ensures clarity and legibility on digital platforms, reflecting the focus on technology.
“With such a descriptive name and a common visual identity in the category, the main challenge was to express that the company is more than just a bill management platform, but rather a financial management platform. The name Qive and the new visual identity allow us to expand the brand’s potential, bringing new colors and unique codes to the category, respecting its legacy, but with a clear eye on the future”, explains Lucas Machado, partner and director of FutureBrand São Paulo.
Market repositioning includes humorous campaigns, with the participation of influencers, on channels such as YouTube, LinkedIn, Meta, social networks and OOH media.
