JGP is an independent Asset and Wealth Management group based in Rio de Janeiro. Founded over 20 years ago, it had never gone through a branding process, and now had the challenge of becoming more approachable and friendly in order to expand its presence, previously exclusively B2B, to the B2C market. 30 proprietary photos were produced by renowned photographer Aderi Costa art directed on location. They follow
a specific minimalistic/noir aesthetic and fall under five major themes: people at work, hands & details, workstations, reflections and architecture.