Overview
Actinver, a leading investment-focused bank in Mexico, undertook a rebranding initiative to reposition itself for a younger, affluent audience (ages 30–49). The transformation followed a digital-first strategy, later extending into physical touchpoints, while preserving trust and institutional credibility.
My Rol
Led visual direction, brand narrative, and governance. Owned key design decisions and led a multidisciplinary team of 13, collaborating with external agencies and executive stakeholders.
The Challenge
Actinver was perceived as secure but outdated.
The logo and core blue color were fixed constraints. The challenge was to modernize the brand without becoming generic or losing credibility with existing clients.
The Process
Research & Discovery
The rebranding followed a research-driven approach combining brand health studies, client interviews, and visual benchmarking across the financial industry. Early testing revealed that users connected more strongly with real-life, open environments and clear, benefit-led narratives, while stereotypical, screen-focused financial imagery felt artificial and exclusionary—particularly for women.
Design Exploration
Guided by these insights, the visual system evolved toward a more premium and cinematic expression. We refined the existing blue palette and prioritized human moments that reflect effort and progress, balancing sophistication with approachability to preserve trust and credibility.
Testing & Refinement
Concepts were iterated and validated with executive leadership and real users. Early campaign tests showed up to 15% higher engagement when featuring women and clearer financial outcomes, directly shaping final decisions around imagery, composition, and messaging.
Brand Awareness
The rebrand reached 47% aided awareness and delivered a +3pt increase in Top of Mind. Social media led recall, with 50%+ of users remembering Actinver advertising.
Positioning & Consideration
Perception strengthened among high-income audiences, with ~65% favorability and ~56% consideration for investments, reinforcing Actinver’s investment-led positioning.
Creative Performance & Trust
Women-led creatives achieved up to +15% higher engagement, while clearer, benefit-driven messaging outperformed generic finance communication.
Key Takeaways
This project reinforced the value of multidisciplinary leadership in complex brand systems. Leading a team of 13 people, coordinating with agencies, and sustaining daily production required structure, trust, and clear creative direction.
It demonstrated my ability to operate across branding, motion, narrative, and digital product design—while fostering collaboration and recognizing that strong outcomes are always the result of collective effort.