Next, we gathered the learnings that guided our expressive directions:

• The many behaviors of the ball/circle/dot
• The importance of black to ensure contrast and shift the brand away from divergent attributes (playful, childish)
• Dynamism is about movement
• Bubbles and “aha!” moments
• Fluidity matters

And this is how we arrived at our starting point: the dot. A symbolic, representative and iconic element. The brand’s main asset.

We transformed the accumulation dot into a circle that moves, draws lines, and is always earning and living. The gerund — everyday life happening — is represented by an element that brings even more ownership, space and fluidity as it draws the Dotz name letter by letter.

Following the same fluidity and dynamism, the typography is accessible and elastic. It propels and gives shape to our sharp and empathetic tone of voice.