# PORTO ROCHA — Fan Homage — the research behind the homage

Prepared 5 September 2026. The company’s full name, PORTO ROCHA, leads the design, with an explicit unofficial fan-homage label. No ticker has been selected. This is an independent fan concept, not an official Porto Rocha or Robinhood project.

## What actually happened

Robinhood announced its new identity on **10 October 2024**, as the company expanded beyond its original trading proposition into a broader financial platform. The announcement describes a deliberately restrained system spanning the symbol, typography, palette, imagery, and layout. Some advertising had already adopted it in September. [Robinhood’s launch announcement](https://robinhood.com/us/en/newsroom/a-new-visual-identity/)

Porto Rocha collaborated with Robinhood’s internal creative team. The studio describes the goal as helping the company’s identity catch up with its maturity and expanded offering. Its case study emphasizes refinement and scalability. [Porto Rocha’s case study](https://www.portorocha.com/robinhood/)

## The publicly documented process

The sequence below reconstructs the public accounts. It is not a claim to have accessed internal presentations or a complete day-by-day project history.

### 1. Recognize the change in the business

The award entry identifies audience understanding as part of the strategy: the brand needed to accommodate a wider product range and speak to serious investors. This helps explain why the refresh was more than a cosmetic fashion change. [The One Show entry](https://www.oneclub.org/awards/theoneshow/-award/57480/a-new-visual-system-for-the-future-of-finance/)

### 2. Develop the identity together

Creative producer Devon Lach describes **four months of creative development**, followed by **more than a year of integration** into web, the app, campaigns, merchandise, and the wider business. Her project page credits Porto Rocha alongside Robinhood’s in-house team. It does not publish the exact start and end dates of those four months. [Devon Lach’s production account](https://devonlach.com/robinhood-rebrand)

### 3. Refine the recognizable assets

The studio streamlined the feather to foreground the arrow within it, refined the wordmark, paired Robinhood Phonic with Martina Plantijn, and concentrated the palette around neutrals and Robin Neon. The conceptual change was a more focused, flexible identity. [Porto Rocha’s case study](https://www.portorocha.com/robinhood/)

### 4. Build illustration and photography as systems

Associate creative director Angeline Toh describes commissioning photographer Lauren Bamford and stylist Sarah Pritchard for still-life imagery. Her account also names Pi-Slices as an illustration collaborator and explains the use of abstract forms to communicate without unrealistic promotional promises. [Angeline Toh’s account](https://angelinetoh.cargo.site/Robinhood-Brand-Refresh)

Pi-Slices’ own retrospective identifies **Cinema 4D and Illustrator** for illustration, and **Cavalry** for the compilation’s motion. It describes an expanding library used across marketing and product surfaces, initially developed during the 2024 rebrand and subsequently extended with Robinhood’s creative team. These are the illustrator’s documented tools, not a claim about the entire agency’s workflow. [Pi-Slices’ project account](https://www.behance.net/gallery/248492815/Robinhood-Illustration-Motion-%282024-2026%29)

### 5. Make the identity usable in the real world

The October announcement anticipated integration across product and marketing by early 2025. It names app, web, email, social, advertising, NBA jersey partnerships, and HOOD Summit among the touchpoints. Treat that early-2025 date as the announced rollout target; Lach’s later account describes a longer overall integration effort. Those descriptions cover different scopes. [Launch and rollout plan](https://robinhood.com/us/en/newsroom/a-new-visual-identity/), [production retrospective](https://devonlach.com/robinhood-rebrand)

### 6. Continue beyond the launch

Tim Scales describes an evergreen photographic library and a subsequent photography collaboration. This supports the view of the identity as an ongoing operating system rather than a launch-day presentation. [Tim Scales’ portfolio](https://www.tim-scales.com/)

The project received a **2025 One Show Bronze Pencil** in Brand Identity / Rebranding. This is documented recognition; it does not establish that design caused a particular stock-price or business-performance change. [Official award record and full credits](https://www.oneclub.org/awards/theoneshow/-award/57480/a-new-visual-system-for-the-future-of-finance/)

## Context before 2024

Robinhood’s 2020 announcement described a more imaginative, future-oriented visual world, including Capsule Sans and Nib. Reading that earlier announcement alongside the 2024 materials shows an evolution in what the business wanted its identity to communicate. It is not evidence that the earlier work was a mistake. [Robinhood’s 2020 announcement](https://robinhood.com/us/en/newsroom/a-visual-identity-that-better-reflects-our-vision/)

## Who deserves credit

- **Porto Rocha:** Leo Porto and Felipe Rocha led creative direction, supported by the studio’s design, strategy, interaction, motion, and production contributors.
- **Robinhood:** the accounts name Carlo Luetto, Tim Scales, Angeline Toh, and Devon Lach among the internal creative leadership and production team.
- **Image collaborators:** Lauren Bamford, Sarah Pritchard, and Philip Intile / Pi-Slices.

This is a short orientation, not an exhaustive credit roll. The [official award entry](https://www.oneclub.org/awards/theoneshow/-award/57480/a-new-visual-system-for-the-future-of-finance/) and [studio case study](https://www.portorocha.com/robinhood/) contain the longer lists.

## What the sources do not establish

The materials reviewed do not provide the complete internal brief, budget, rejected routes, research sample sizes, workshop notes, approval history, or all iteration counts. The process above covers the public record. We have not verified a causal relationship between the rebrand and financial performance, and the concept makes no such claim.

## How the homage translates the research

**Creative thesis:** They rebranded finance. We made it our personality.

The website treats the real work as the origin story and the memes as the fan response. The craft is celebrated; the joke is our excessive enthusiasm for it.

- **Name:** PORTO ROCHA appears in full. “An unofficial homage to the studio behind Robinhood’s 2024 rebrand” makes the subject and fan status clear.
- **Identity:** an original PR monogram and chrome hood mascot, rather than an official company logo.
- **Color:** electric chartreuse, black, silver, and paper white.
- **Type:** Newsreader and DM Sans are the mockup’s own choices. They are not Robinhood’s proprietary type system.
- **Meme 1:** “Everyone: it’s just a font. / Me: it’s a whole personality.”
- **Meme 2:** “Came for the ticker. / Stayed for the kerning.” The egg is an original fan-made image referencing the still-life direction, not an original campaign photograph.
- **Profile bio:** “Unofficial fan homage to PORTO ROCHA, the studio behind Robinhood’s 2024 rebrand. Design appreciation. Memes. Not the studio.”

No chain, contract, token allocation, trading functionality, or financial promises have been invented. The concept is a complete visual proposal for discussion.

## Deliverables and usage

The pack contains a responsive website mockup, two square memes, a square profile image, a 3:1 X header, and this research note. Original PNG masters are supplied. X recommends 400 × 400 for profile images and 1500 × 500 for headers; our higher-resolution masters preserve those aspect ratios. Keep important header copy away from the edges when uploading because X may crop its display. [X’s official image guidance](https://help.x.com/en/managing-your-account/common-issues-when-uploading-profile-photo)

The fictional imagery was produced with the built-in image generator. Exact prompts accompany the pack. The frontend-design skill from Anthropic’s official skills repository was installed and used for the website’s typography, layout, responsive treatment, and design review.
