Banco do Brasil Transformed creative production with Pupila Brand Studio

As Brazil's largest financial institution, Banco do Brasil operates at a scale few can imagine: nationwide presence, multiple sub-brands, diverse products, and a constant need for content across physical and digital channels. In September 2024, BB began a fundamental transformation in how it creates and manages brand content. The results over the past year exceeded all expectations.

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5 Months Redefining Content Creation

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Enterprise Scale in a Multi-Brand Ecosystem

The complexity of a national giant

Banco do Brasil isn't just one brand — it's a complex ecosystem of sub-brands, each serving specific segments. To begin the process with Pupila, five strategic sub-brands were selected:

• BB Varejo: The bank for all Brazilians
• BB Corporate: Solutions for large enterprises
• BB Estilo: Premium personalized service
• BB Private: The top of the pyramid, exclusive services
• BB Empresas: Focus on micro-entrepreneurs and self-employed

Each sub-brand has its own visual identity, specific guidelines, and distinct audiences. But all share the same challenge: how to produce massive content volume while maintaining perfect brand consistency?

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The challenges of the traditional model

AUTHENTIC REPRESENTATION

Brazil is diverse. BB needs to represent this diversity authentically — not just technically correct, but genuinely representative. Traditional stock photo libraries rarely capture Brazilian cultural nuance.

COORDINATION WITH MULTIPLE AGENCIES

Within BB's larger partner ecosystem, eight agencies were selected to work with Pupila simultaneously. The challenge: how to ensure all produce content perfectly aligned with guidelines without creating approval bottlenecks?

APPLICATION DIVERSITY

Internal Communication: Corporate events, presentations, agency panels

External Communication: BB app homepage, segmented campaigns, promotional materials

Physical Infrastructure: Branch murals, signage, printed materials

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How BB Uses Pupila Brand Studio

CENTRALIZED GOVERNANCE WITH DISTRIBUTED AUTONOMY

5 active Brand Studios, each with:

• Specific photographic styles (photography, illustration, business, point of view)
• Automated guidelines via platform
• Team-controlled access (not individual)

213 users — from internal teams to the 8 selected partner agencies — all operating within the same brand parameters.

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Strategic Use Cases

Illustrations: From 8 to Infinite

After rebranding BB Varejo's illustration style, the bank was limited to 8 available assets. Pupila recreated the style — now they generate as many as needed, including specific requests like the iconic Ceilândia water tower for a cultural event.

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Pilot Case: Micro-entrepreneur Segmentation

In partnership with Pupila support, BB tested hyper-personalization for a tap on phone campaign. Carpenters, seamstresses, restaurant owners — all with phones in hand, reflecting authentic Brazilian diversity. Assets impossible to find in traditional stock libraries, created on demand.

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Measuring the New Scale

OPERATIONAL SCALE

53,254 IMAGES GENERATED

→ Volume that would take years in traditional workflows, achieved in the past year

1,152 VIDEOS CREATED

→ Multi-format capability beyond static photography

8,558 PERSONALIZED VARIATIONS

→ Adaptation at scale without compromising brand integrity

GENUINE ENTERPRISE-WIDE ADOPTION

213 ACTIVE USERS

→ Not just access — 120 users actively creating

56.9% ENGAGEMENT RATE

→ More than half the users are actively producing, not just exploring

900+ ASSETS ON PEAK DAYS

→ September 2025: platform proved enterprise-scale handling capability

INDIVIDUAL IMPACT: POWER USERS

_{Top Creator: 6,069 assets}

→ A single user generated volume equivalent to months of traditional production

Top 5 Combined: 15,429 assets

→ 5 people produced 29% of total volume — demonstrating individual potential when equipped with the right tools

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What Makes This Transformation Notable

DEMOCRATIZATION WITHOUT LOSS OF CONTROL

How do you give creative autonomy to 213 people (including 8 partner agencies) without creating brand chaos?

Pupila proved it's possible. Each asset — of the 53,000 generated — goes through automatic brand guideline validation via platform. Distributed autonomy + centralized governance.

GENUINE ENTERPRISE ADOPTION

56.9% active engagement doesn't happen by accident. It happens when:

1. The tool solves real pain (stock library bureaucracy eliminated)
2. Results are immediate (minutes vs. weeks)
3. Quality surpasses alternatives (authentic Brazilian representation)
4. Workflow is intuitive (effective onboarding)

USE CASES IMPOSSIBLE BEFORE

Micro-entrepreneur Segmentation (Pilot Case):

Tap on phone campaign needed dozens of variations: carpenter holding phone, seamstress holding phone, restaurant owner holding phone — all reflecting authentic Brazilian diversity. Created on demand in partnership with Pupila support.

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About Banco do Brasil

Founded in 1808, Banco do Brasil is Brazil's largest and most traditional financial institution. With nationwide presence and international operations, BB serves everyone from individuals to large corporations through multiple specialized sub-brands.

BB's digital transformation includes continuous technology investments to improve customer experience and operational efficiency — the partnership with Pupila is part of this modernization journey.

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Next Steps for Your Organization

Banco do Brasil proved it's possible to:

✓ Maintain absolute brand consistency across 213 users

✓ Generate 53,000 on-brand assets

✓ Integrate internal teams + partner agencies

✓ Scale segmentation without compromising quality

✓ Democratize creation without losing governance

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For enterprise organizations facing similar scale + consistency challenges:

‍[Schedule Personalized Demo]

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Pupila is an AI-powered brand technology platform that combines branding expertise with artificial intelligence — helping marketing teams scale creative production with real performance and absolute brand consistency.

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