THE CHALLENGE:
In collaboration with internal leadership, we orchestrated a brand development workshop, however, our most enlightening revelations emerged from comprehensive interviews with a select group of ten high-net worth clients from Popular Bank, and a meticulously targeted survey engaging over 1,000 respondents. The challenge presented was to sculpt a brand imbued with unique colors and patterns, exuding elegance and intrigue.

THE SOLUTION:
The final concept we crafted is aptly encapsulated in the term “Affordable Lux," and is underpinned by the slogan, “Financial Wealthcare.” This direction crystallizes the custom-tailored approach of Popular Private Client's commitment to fostering clients' financial growth in a relatable manner.

My contribution to this rebranding initiative extended beyond honing a more defined brand strategy. I developed comprehensive brand guidelines that included a revitalized logo, a more expansive color scheme, modernized typography, and an extensive collection of creative illustrations. Furthermore, I spearheaded the redesign of their website to more effectively communicate the brand’s bold new manifesto.