BRAND STRATEGY. CREATIVE DIRECTION. VISUAL + VERBAL IDENTITY. PRODUCT DESIGN. UX/UI.
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Fortuna is a new banking service created specifically for the Latinx community.
Our goal was to expand financial security and prosperity within the Latinx community by providing valuable tools and education that empower them to take control of their finances. With Fortuna, financial stability is not just within reach, it’s in your hands.
The challenge
Crafting a new brand for the Latinx audience, particularly in the realm of financial products, presented unique challenges and required a culturally attuned approach. The rich heritage of this diverse community necessitated a nuanced understanding of their specific financial concerns and aspirations. Balancing immediate needs such as accessibility and trust with long-term goals of financial literacy and empowerment translated to a strategic blend of empathy and innovation. Our goal was to create a comprehensive digital experience that not only provides practical solutions but also resonates on a cultural level, fostering a sense of inclusivity and belonging within the financial landscape.
Approach
A solid strategic focus is crucial in any branding and design project. Thorough research and immersion in the culture, values, and aspirations of this community, their immediate needs, and long-term aspirations produced solid groundwork for all subsequent design decisions. This thoughtful approach ensured that every design element across banking applications, web, social, and physical products is not only visually appealing but also deeply resonant and culturally relevant, effectively addressing both the present desires and future financial ambitions of our Latinx audience.
A simple, elegant, and modular design system was created for the new Fortuna website, ensuring they not only look and sound good, but that marketing and development teams could fluidly update content and leverage tools for meaningful, long-term engagement.
Creating effective advertising for the Latinx audience involves reaching them where they live and work, from real-world communities to the digital realm. Subways, billboards, and digital touchpoints provided a canvas for our culturally resonant, immediately relatable campaigns, ensuring that Fortuna's message is seen and felt in their daily environments. The key was to balance traditional and digital media to create a cohesive and immersive brand presence that speaks directly to their experiences and aspirations.
Designing an effective financial dashboard UX/UI for the Latinx audience meant prioritizing clarity and accessibility. Intuitive navigation and clear visuals were essential to delivering immediate financial insights and supporting long-term planning. Language preferences and culturally resonant elements were integrated into the design to nurture trust and and promote engagement, ensuring that the dashboard becomes a tool that enhances financial literacy and decision making in an empowering way.
Results
Although the brand has only recently launched, the comprehensive brand experience we created for "Fortuna" has proven to be a resounding success, with its visual, verbal, and digital elements striking a chord within the Latinx community.
The brand was warmly embraced, its cultural relevance and messaging resonating deeply with the intended audience. The initial engagement and reach exceeded expectations, leading to significantly higher enrollment numbers than anticipated, solidifying "Fortuna" as a trusted and valued financial partner.
By leveraging authentic storytelling, vibrant visuals, and relevant social touchpoints, we crafted campaigns that resonate deeply with this diverse community. It’s about celebrating their unique experiences and values and presenting content that feels both inclusive and engaging, driving meaningful interactions and loyalty.
