The challenge was to redesign a brand that seeks to stay relevant, exciting and close to the people it serves.

We analyzed the current state of the brand, and defined the main short and long-term objectives for the future growth of the bank.

In our strategy, we structured the brand's attributes, unique qualities and target audience, with the purpose of connecting emotionally with its users and other companies.

We defined a brand that allows us to establish a visual and narrative structure, to increase its consistency and coherence in all its communication channels.

After going through a process of discovery and strategic brand definition, we immersed ourselves in the creation of a visual identity that respected different existing attributes such as: the symbol and the main brand color. 

During the process, we created a narrative concept which we call the connection to growth, allowing us to tell a visual story through shapes that come together.

So that this new brand could come to life in all its touch points, we created a system, with the purpose of reducing friction and allowing the team to manage it with ease.

We start the process from the minimum unit; the foundations that represent the basic attributes such as color, fonts, spaces, the grid and styles.

Then we define a series of components as individual elements that can be reused to create multiple combinations and actions, some of them are: expressions, texts, geometric shapes, among others.

Finally, all elements interact with each other to give meaning to patterns and templates, allowing the bank to express its essential value in all its touch points.