In 2025, DUX established itself as the leading fintech in the Creative Economy in Latin America. Understanding that the influencer and creative markets shape the world today, DUX offers tailor-made financial services with the mission of meeting the specific demands of a market with $2.4 trillion in annual revenue.
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From the moment I joined DUX, I understood and worked to position the brand as one that has the courage to take risks. Since its inception, DUX has challenged the ordinary and established markets—whether through the philosophical intent behind digital currencies, play-to-earn games, Web3 implementation, or the idea of entering the financial market with solutions for a segment largely overlooked by traditional banks.
This positioning is reflected in the brand’s aesthetics, which still resonate with the same visual intentions from the rebranding I led in 2022: the playful dialogue between digital and analog, and, above all, the aesthetic of posters and zines—two of the most revolutionary and daring media forms we have.
2025 was also the year of events for DUX, with five events held in Dubai, Hong Kong, New York, Rio de Janeiro, and São Paulo, closing the year with participation in the Influent Summit in São Paulo.
