Brand & Visual Identity
National
Bank
Rebrand
Role
Brand Lead
Year
Nov 2024 – Apr 2025
Sector
Banking & Investments
Overview
Actinver had the trust. The problem was that you couldn't see it.
Actinver had the trust. The problem was that you couldn't see it.
A national investment bank with premium institutional trust built over decades — but a visual language that was communicating caution when it needed to communicate confidence. The brand felt safe but outdated, pushing younger affluent audiences toward newer-looking options.
As Brand Lead, I led creative direction and brand governance across a 15-person team, executive stakeholders, and external agency partners — responsible for the visual system, narrative strategy, and cross-channel consistency.
Challenge
Making the trust they already had actually visible
Making the trust they already had actually visible
Hard constraints from day one: the logo could not change, blue had to stay as the core color, and we couldn't modernize in a way that alienated existing high-value clients.
An external qualitative study (Nov 2024) confirmed across all profiles that Actinver was seen as a brand for "gente que ya sabe invertir" — people who already know how to invest. People with less financial confidence felt it wasn't for them.
The question: How do you make a trusted institution feel contemporary without making it feel unfamiliar?
Brand Architecture
From product promise to life-moment solutions
From product promise to life-moment solutions
The narrative shift: "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 across every touchpoint, product, and audience segment.
Visual System
Three hard decisions that defined the system
Three hard decisions that defined the system
Photography & Representation
Cinematic portraits, higher female representation, no "suited man + phone." Women 30–45 NSE AB responded significantly better to authentic visual storytelling.
Language & Narrative
Product messaging shifted to life-moment solutions. "Build your greatness" activates aspiration without promising returns.
Channel Behavior Architecture
Brand behavior defined per channel by role and funnel intent. Required governance docs teams would actually adopt.
Execution
Rollout across every channel, in parallel with campaign testing
Rollout across every channel, in parallel with campaign testing
Led the rollout of visual guidelines, narrative principles, motion system, and cross-channel governance — coordinating internal creative teams, Growth, CRM, and external agency partners simultaneously.
Campaign testing ran in parallel with the rollout — intentionally. What we learned from real performance data (what creative worked, what didn't) went straight back into the system.
Results
Brand equity gains confirmed by Nielsen Brand Health Study
Brand equity gains confirmed by Nielsen Brand Health Study
The post-rebrand tracking confirmed what the creative directional shift was designed to achieve. Investment authority became the main narrative idea — and security signals went from implied to explicit across every touchpoint.
Campaign testing ran in parallel with the rollout — intentionally. What we learned from real performance data (what creative worked, what didn't) went straight back into the system.
47%
Aided awareness — target 20–49, NSE AB
~56%
Consideration for Investments & Funds — top-of-mind in core category
~65%
Brand favorability — strongest trust signal post-rebrand
+15%
Engagement with women-led creatives across paid channels
Security: #1 driver and #1 barrier
The rebrand reinforced both the trust earned and the trust communicated — making security explicit rather than implied across every touchpoint.
Overview
Actinver had the trust. The problem was that you couldn't see it.
A national investment bank with premium institutional trust built over decades — but a visual language that was communicating caution when it needed to communicate confidence. The brand felt safe but outdated, pushing younger affluent audiences toward newer-looking options.
As Brand Lead, I led creative direction and brand governance across a 15-person team, executive stakeholders, and external agency partners — responsible for the visual system, narrative strategy, and cross-channel consistency.
Challenge
Making the trust they already had actually visible
Hard constraints from day one: the logo could not change, blue had to stay as the core color, and we couldn't modernize in a way that alienated existing high-value clients.
An external qualitative study (Nov 2024) confirmed across all profiles that Actinver was seen as a brand for "gente que ya sabe invertir" — people who already know how to invest. People with less financial confidence felt it wasn't for them.
The question: How do you make a trusted institution feel contemporary without making it feel unfamiliar?
Brand Architecture
From product promise to life-moment solutions
The narrative shift: "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 across every touchpoint, product, and audience segment.
Visual System
Three hard decisions that defined the system
Photography & Representation
Cinematic portraits, higher female representation, no "suited man + phone." Women 30–45 NSE AB responded significantly better to authentic visual storytelling.
Language & Narrative
Product messaging shifted to life-moment solutions. "Build your greatness" activates aspiration without promising returns.
Channel Behavior Architecture
Brand behavior defined per channel by role and funnel intent. Required governance docs teams would actually adopt.
Execution
Rollout across every channel, in parallel with campaign testing
Led the rollout of visual guidelines, narrative principles, motion system, and cross-channel governance — coordinating internal creative teams, Growth, CRM, and external agency partners simultaneously.
Campaign testing ran in parallel with the rollout — intentionally. What we learned from real performance data (what creative worked, what didn't) went straight back into the system.
Results
Brand equity gains confirmed by Nielsen Brand Health Study
The post-rebrand tracking confirmed what the creative directional shift was designed to achieve. Investment authority became the main narrative idea — and security signals went from implied to explicit across every touchpoint.
Campaign testing ran in parallel with the rollout — intentionally. What we learned from real performance data (what creative worked, what didn't) went straight back into the system.
47%
Aided awareness — target 20–49, NSE AB
~56%
Consideration for Investments & Funds — top-of-mind in core category
~65%
Brand favorability — strongest trust signal post-rebrand
+15%
Engagement with women-led creatives across paid channels
Security: #1 driver and #1 barrier
The rebrand reinforced both the trust earned and the trust communicated — making security explicit rather than implied across every touchpoint.
Impact
47%
Aided awareness — target 20–49, NSE AB
~56%
Consideration for Investments & Funds — top-of-mind in core category
~65%
Brand favorability — strongest trust signal post-rebrand
+15%
Engagement with women-led creatives across paid channels