The MUB3 was born from the desire to preserve and share the history of the Brazilian capital market, through a powerful knowledge platform open to everyone interested in the subject and those who research it. The collection, sourced from the main stock exchanges in Brazil, enabled the creation of the Museum, which now forms part of a network of cultural institutions in downtown São Paulo dedicated to economic history. It would be impossible to tell the story of the Brazilian capital market without mentioning B3, one of the leading financial market infrastructure companies worldwide. In this context, the challenge was to establish the relationship between brands in a way that best highlights the strategy proposed by MUB3, creating a unique concept that will inspire and guide the experience and expressions of the MUB3 brand.