# Tailoring as a touchpoint: how Nubank Parque uses fashion design to make its branding tangible in premium service

By designing bespoke pieces for the staff of its most exclusive areas, the project led by Thais Gramani Serra and designed by Thaysa Jafet turns corporate uniforms into a strategic tool for experience design and brand positioning.

- Section: Future
- Published: October 19, 2026
- Address: https://ceoone.com.br/en/article/tailoring-as-a-touchpoint-how-nubank-parque-uses-fashion-design-to-make
- Em português: https://ceoone.com.br/artigo/a-alfaiataria-como-ponto-de-contato-como-o-nubank-parque-usa-o-design-.md

![Four people in purple and green jackets sitting on a staircase under the Nubank logo](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/a-alfaiataria-como-ponto-de-contato-como-o-nubank-parque-usa-o-design--foto.webp)

Photo: Reproduction/Nubank Parque

## Key points

- Designer Thaysa Jafet created the uniforms for Nubank Parque's Premium Areas, in a project led by Thais Gramani Serra, the arena's marketing and commercial director.
- The collection includes polo shirts, jackets and scarves in unisex tailoring, in shades of green and purple.
- The uniform becomes part of the customer experience in the VIP areas and of the service teams' engagement.

The move of prestige institutions toward personalized service demands impeccable care at every point of contact with the public. As it expanded into this segment with the physical space of Nubank Parque, the brand decided to redefine how its front-line teams present themselves through fashion design. Under the leadership of Thais Gramani Serra, the arena's marketing and commercial director, the project invited designer Thaysa Jafet to create the uniforms for the Premium Areas, showing how corporate clothing can go beyond its functional role to become a quiet driver of sophistication, hospitality and visual identity.

The collection conceived by Thaysa Jafet translates the project's contemporary, technological aesthetic into functional tailored pieces with unisex cuts and drape. The set includes polo shirts, jackets and scarves created to harmonize shades of green and purple, bringing together the club's tradition and the modernity of the venue. The choice of fabrics and the rigor of the finishing ensure thermal comfort and mobility throughout the workday without losing the elegance expected in refined hospitality settings, creating an immediate and authentic connection with guests.

## Functional fashion as a lever of perceived value

The convergence of fashion design and brand strategy reflects a growing trend among large service and entertainment companies. In physical spaces where architecture, lighting and sound are planned down to the millimeter, the teams' personal presentation acts as the human link that ties the setting's narrative together. Elegant, standardized clothing removes visual noise, raises the perception of professionalism and conveys an operational rigor in line with the expectations of VIP-area guests.

Beyond the gains in perception for the public, the initiative has a direct impact on internal culture and staff engagement. Providing garments made with refined finishing and high-quality drape boosts the teams' self-esteem, encouraging a sense of pride and belonging to the organization. When employees feel comfortable and valued by what they wear, service flows with greater ease, fluency and confidence.

## The handcrafted detail in the customer experience in exclusive spaces

In the management of large arenas and hospitality venues, building bonds with the public rests on rigorous attention to detail. By betting on Thaysa Jafet's original designs, Thais Gramani Serra's management signals that the pursuit of excellence runs through the entire operation, from the physical infrastructure to the feel of the textiles. Clothing becomes a tactile and visual signature that reinforces the value proposition of individualized service.

Bringing contemporary tailoring into a corporate and sports setting shows that innovation is not limited to digital technology. The attention paid to human aesthetics in the physical space reaffirms the centrality of the customer in the company's strategy, showing that true contemporary sophistication lies in the subtle balance between impeccable in-person hospitality and brand identity.

## A new aesthetic standard for finance and entertainment

The Nubank Parque initiative sets a compelling benchmark for the corporate and large-events market in Latin America. The shift from a merely functional look to a style proposition aligned with editorial design signals that the brands of the future must be built as complete aesthetic universes, coherent in every dimension.

By aligning excellent service, experience design and visual identity through functional fashion, the institution reaffirms its ability to surprise the market. The project establishes Nubank Parque as a place where refinement meets practicality, proving that caring for the teams' personal image is a direct investment in the brand's reputation and value.

## Sources and editorial notes

- Reference reporting: Meio & Mensagem, Mundo do Marketing, Marcas pelo Mundo, Marcas e Mercados.

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