Banking & Investments · Actinver · Nov 2024 – Apr 2025
National Bank Rebrand
“Actinver had the trust. The problem was that you couldn't see it. The visual language wasn't keeping up with what the brand actually was.”
Impact
Security became the #1 driver and the #1 barrier simultaneously. The rebrand reinforced the trust already earned — and made it visible.
Context
Company: Actinver — national investment bank, multi-channel, multiple business units (digital investments, trading, insurance, premium advisory)
My role: I led creative direction and brand governance across a 15-person in-house team, managing external agency partners and aligning executive stakeholders across multiple business units. I was responsible for the visual system, the narrative strategy, and consistency across every channel from launch to ongoing production.
Timeline: November 2024 – April 2025 — digital-first rollout, phased expansion
The Challenge
Actinver had something not many financial brands have: premium institutional trust built over decades around investment specialists. But trust alone wasn't doing the job anymore for the new generation.
The brand felt safe but outdated — and that was pushing younger affluent audiences toward newer-looking options, even ones that carried more risk.
The challenge wasn't building trust from zero. It was making the trust they already had actually visible.
Diagnosis
We started with brand health research, a competitive audit, and a full look at how the brand was actually showing up across every channel.
An external qualitative study confirmed that across all profiles, Actinver was seen 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 tone felt like traditional banking cliches, making the exclusivity problem worse.
The visual language was communicating caution when it needed to communicate confidence. None of the creative decisions that followed were aesthetic preference. They were a direct response to a documented problem.
Brand Architecture Shift
From: product promise → To: life-moment solutions
"Acostúmbrate a ganar más" → "Construye tu grandeza."
Actinver is for people building their own greatness — not just looking for the best rate. This became the north star that scaled across every touchpoint, product, and audience segment.
The 3 Hard Decisions
Visual System
01 — Fundamentals & Brand Narrative
Brand Essence
We are the partner of those who understand that success is not a privilege, but the result of ambition, discipline, and personal commitment. We celebrate the builders of their own greatness.
Our exclusivity is not defined by who you are, but by your willingness to invest in yourself, commit to your goals, and work toward them with discipline and passion.
02 — Color
03 — Photography
04 — Typography, data viz, layout — everything documented.
Execution
I led the rollout of the new visual guidelines, narrative principles, motion system, and cross-channel governance — working with internal creative teams, Growth, CRM, and external agency partners at the same time.
We ran campaign testing in parallel with the rollout — so that real performance data could go straight back into the system.
Social media
Full Funnel Digital & OOH Campaign
Print & documents
Key Deliverables
Outcome
Higher awareness, stronger investment consideration among the target, and validated representation strategy across paid channels. Those aren't coincidences — they're what happens when the research drives the creative decisions.
The governance documentation is the part that doesn't show up in the Nielsen numbers. But it's what keeps the system working after the launch ends.
Reflection
The hardest constraints produced the clearest thinking. No logo change, blue stays, existing clients can't feel abandoned — those weren't limitations. They were the brief. Working inside real constraints forces you to find what's actually there, not what you wish were there.
Trust isn't just built by what you say. It's built by how consistently you say it across every channel, team, and format. Governance that nobody reads doesn't work. Governance that's simple enough to actually follow does. That's a design problem, and it has a design solution.