Fundación Bankinter

The redesign aimed to align with updated brand standards and ensure recognition across diverse user demographics, including experts, startup entrepreneurs, and university students in the Akademia program. This year-long effort involved close collaboration, leading the project alongside the agency's project director, supported by a project manager, as well as Bankinter's branding team and the foundation's area leads.

Navigating iterations, the goal was to align the programs with the parent brand, integrating a design language that reflects its values, ensuring consistent representation across multiple digital platforms, and enhancing visibility for innovative initiatives.

Integration as head of design, contributed significantly in defining and implementing strategy and vision to materialize project objectives, requirements, and expectations, with emphasis on achieving seamless incorporation of branding, communication, and alignment across all platforms.

Research: Through surveys, interviews, meetings, and focus groups, audience segmentation was established and the foundation was laid for the brand's architecture, value proposition, naming conventions, tone of voice, storytelling, and visual identity (data below).

Key features and user-centric highlights: Crafting brand guidelines, tailored content creation, immersive events, and diverse digital asset design—spanning from newsletters to video applications, alongside editorial layouts, and creative communication concepts, all contributing to setting it apart in the industry while enhancing the brand narrative.

Learnings and failed paths: Detailed analysis of each profile led to conceptualizing unique value propositions for each sub-brand, ultimately unified while preserving their distinctiveness. In terms of visual aspects. Several elements such as colors, hierarchy, and divider bars were tested in different contexts but proved ineffective.

In pursuit of a unified brand experience, a sample website was crafted and integrated. Despite lacking formal review, validation, or implementation by either the client or the agency at the time, this personal proposal diverged from the project's conclusion.

With the exclusive aim of showcasing the potential of the visual universe through an exercise that enhances the overall narrative, embodying a forward-thinking approach to establishing a unified brand identity.

A scalable and modular solution that fosters organic growth, offering unparalleled flexibility and consistency across all platforms and touch-points.

Problems solved: Successfully integrated the brand into a cohesive, digitally-ready experience, boosting public recognition through events, communication channels, and social media engagement. Significant milestones include establishing a more organic connection with the Akademia program for youth, progressing to startups, and concluding expert forums at the FTF.

Credits: The client and Dnoise support were crucial for the success of this project. Assistance in development and motion graphics, under direction and validation, played a significant role in bringing my concepts, designs, and storyboards to life.