NationalBankBrand

Security was the #1 driver and the #1 barrier at the same time. The rebrand didn't invent trust — it made the trust already earned visible.

Actinver had what few financial brands have: decades of institutional trust built around investment specialists. But trust alone wasn't enough for a new generation.

The brand felt safe but outdated — pushing younger affluent audiences toward newer-looking options, even riskier, unregulated ones.

The challenge wasn't building from zero. It was making the trust they already had visible.

Brand health research, competitive audit, and a full look at how the brand showed up everywhere.

An external qualitative study confirmed it: across every profile, Actinver read as a brand for "gente que ya sabe invertir." People with less financial confidence felt it wasn't for them — even when they had the capital. The visual language was communicating caution where it needed to communicate confidence.

From product promise → to life-moment solutions. "Acostúmbrate a ganar más" → "Construye tu grandeza."

Actinver is for people building their own greatness — not just chasing a rate. That became the north star across every touchpoint and segment.

Actinver Brand Manifest

01 — Fundamentals & Brand Narrative

02 — Color

03 — Photography

04 — Typography, data viz, layout — everything documented.

I led the rollout — visual guidelines, narrative principles, motion system, cross-channel governance — across internal creative teams, Growth, CRM, and external agencies at once. Campaign testing ran in parallel, so real performance data fed straight back into the system.

Social media

Full Funnel Digital & OOH Campaign

Print & documents

Actinver.com had close to ten entry points — different CTAs, different forms, some broken. The site mirrored the org chart.

But users don't think in product categories. They think in goals.

The entry point should speak the user's language — not Actinver's org chart.

I designed one behavior-driven flow to replace all of them — ~9 questions about goals, savings habits, and experience, no jargon.

The answers route the user into one of three paths (Advised, Self-directed, or DINN). By the time they land, they're already qualified.

The campaign fed it directly. "Construye tu grandeza" became "Invierte en tu Grandeza" — invest your money, invest in yourself. Actinver as a mentor, not another bank teaching financial education.

I built the rationale with an external agency, created the master pieces, and my team produced every adaptation — video, static, email, DOOH, social. Every CTA led to the same place: the questionnaire.

We also ran geo-segmented creative for high-value zones like Los Cabos.

I ran the flow as a versioned experiment: hypothesis → variant → run → read → decide → feed back. Two findings went straight into the brand system — women-led creatives outperformed in the target segment (the representation bet, now confirmed with data), and proof-based headlines beat aspiration-only ones. Specific conversion numbers are confidential per Actinver policy, but the behavioral model held across every variable. Always as a team — Data, Media, Growth, Brand.

Investment consideration among the target (20–49, NSE AB) reached 56%. Favorability for investments hit 65% — the strongest post-rebrand trust signal. Aided awareness lifted +9pts. (Nielsen Brand Health Study, n=1,000.)

~10 product-sorted entry points became one behavior-driven flow, "Construye tu grandeza" activated as "Invierte en tu Grandeza," and the campaign's performance data fed back into the brand system. The rebrand now guides Actinver's new premium financial centers nationwide.