InvestmentBankRebrand
I led creative direction and the full national rollout, across a 12-person in-house creative team, external agencies, and executive stakeholders.
Actinver · 2025 – 2026 · Brand Lead
All the visuals are in Spanish because this work was made for native Spanish speakers.
Impact
Challenge
Actinver is a Mexican investment bank running multiple business units — digital investments, trading, insurance, premium advisory.
After three decades building trust around investment specialists, the brand felt safe but outdated, pushing younger affluent audiences toward newer-looking options, even riskier, unregulated ones.
Diagnosis
After brand health research (an external qualitative study), a competitive audit, and a full look at how the brand showed up to clients, one finding held across every profile: Actinver read as a brand for "personas grandes, que ya saben invertir" — older people who already know how to invest.
People with less financial confidence felt it wasn't for them, even when they had the capital. And more than 80% of the women interviewed didn't see themselves in the communications.
Brand Architecture Shift
From product promise to life-moment solutions. From "Acostúmbrate a ganar más" (get used to earning more) to "Construye tu grandeza" (build your greatness).
Actinver is for people building their own greatness.
Actinver Brand Manifest
We wrote a brand manifesto first and built everything forward from it — the system, the campaign, the product. It ended up as this video.
Reframing the foundations
Much of what Actinver already was had to be reframed. Every piece went to the board for validation before it could become the brief.
We empower those who build their own greatness.
We believe in a world where prosperity is not the privilege of a few, but an opportunity for all. That is why we inspire, accompany and empower those who are willing to build their own greatness.
Visual System
01 Logotype & symbol
Actinver's signature logotype for the past three decades.
02 Primary colors
Deep blues, distinctive and rooted in Actinver's own history.
03 Photography
People doing what they love — focused, committed, driven. Building their greatness.
04 Typography, data viz & layout
Everything was documented in an interactive brand book, accessible to the whole organization.
Execution
I led the rollout across internal creative teams, in collaboration with Growth, CRM, and external agencies. Approved by stakeholders and Legal, and the impact validated in the digital products.
Social media
First full funnel campaign
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.
Print & documents
Actinver runs on a lot of printed material nationwide — flyers, brochures, folders, posters. We reprinted the stationery for every branch and coordinated its delivery across the country.
Actinver Website
New UI
We implemented the new identity on the website and made it easier to navigate. My role was visual direction for the team that built it.
One entry point
Actinver.com used to have more than ten entry points — different CTAs, different forms, some broken.
I designed one behavior-driven flow to replace all of them: ~9 questions about goals, savings habits, and experience, no jargon. Built in collaboration with the Growth and Data teams.
The answers route the user into one of three paths: Advised, Self-directed, or Actinver's fintech.
Key Deliverables
Outcome
Investment consideration among the target (20–49, NSE AB) reached 56%. Favorability for investments hit 65%. Aided awareness lifted +9pts. (Nielsen Brand Health Study, n=1,000.)
The rebrand now guides Actinver's new premium financial centers nationwide.
