When designing a brand for

When designing a brand for a digital bank or financial ecosystem, how far can branding move away from traditional financial industry codes without compromising the perception of trust, security, and credibility?

In the case of Econty, which brings together investments, payments, cryptocurrencies, payment gateways, and e-commerce into a single ecosystem, would you prioritize a more institutional and conservative identity, associated with financial security, or a more technological, simple, and disruptive direction, focused on innovation and inclusion?

Where would you draw the line between innovation and trust? And which visual elements would be essential for you to build that perception?