FromRebrandtoProductSystem

I defined the new visual system and coordinated implementation across every channel the product had.

DINN · 2022 · Design Lead

All the visuals are in Spanish because this work was made for native Spanish speakers.

Impact

92%

Perceived increased security

90%

Associated with calmness & stability

85%

Perceived improved simplicity

88%

Reported more trust

Side-by-side — misma pantalla clave, sistema anterior vs. nuevo

The Problem

Actinver's digital investment app for first-time investors in Mexico. The product had grown fast — more clients, more screens, a bigger team — and after almost four years live, visual consistency broke. The brand and the product started to feel unsafe.

A qualitative study showed DINN read as "inversión chiquita" — a small, everyday tool — no matter how sophisticated the user.

The product as it was

Bright colors, decorative illustrations, low visual hierarchy — playful and approachable.

The design challenge

Maturity without rigidity. Clear without being overwhelming.

Diagnosis

Two visual audits, run simultaneously — one mine, one external. I wanted the findings from both perspectives.

Internal Audit

Mapped every UI pattern — color, type, illustration, spacing, components — and documented where the guidelines were ignored, stretched or misapplied.

External Audit

Outside eyes to catch what internal familiarity had stopped us from seeing. Both audits landed in the same place: the visual system was working against trust.

What I Built

A system that works for any designer, on any screen, without needing me in the room.

Color governance

Not just which colors to use — how much of each and when. That one change alone fixed most of the visual noise.

Typography hierarchy

Clearer type scale, tighter rules for headings, body, and supporting text. Every screen needed to communicate priority clearly.

Illustration direction

Calmer, more grounded compositions. Less decoration that adds visual weight without adding meaning.

Spacing and layout

Consistent grids and spacing logic. The visual rhythm users feel but don't consciously notice.

Tone by context

Rules for how the visual tone shifts across moments: onboarding, portfolio view, alerts, educational content.

Validation

I tested the new system with 100 users (50 existing clients, 50 new) before rolling anything out.

Execution

I led implementation across the full product, coordinating illustrators, UX/UI designers, and the communication team under one direction so the system applied consistently everywhere.