However, the growing number of “me too” offerings—those who began to imitate not only the character and personality of Compartamos but also its offering, even its brand traits with similar photos, colors, and names—presented a new challenge for this company: to once again swim upstream to the place where it has always had the right to win.
Once again, Compartamos Banco chose to walk alongside Ideograma for a brand refresh and to address two specific needs: to provide guidelines that bring clarity and simplicity to the graphic execution of its communications, and to clearly communicate the wide range of products added to its portfolio over time.
Ideograma proposed removing italics from the word “banco” to give it more weight and legibility on marquees; we prioritized the use of the Amor typeface in the logo—which gives more equity to the brand—removing it from headlines and adding the Bree typeface for communications.
We reduced and rearranged the school of fish to simplify and reinforce the impact of the signature, and updated its visual narrative through the evolution of its photographic and illustrative style.
We redrew the grids and the brand’s signature bar system, and redefined guidelines for typography, color, photography, illustration, and naming, the latter to clarify and organize its three product categories (Credit, Savings, and Insurance) and sub-products.
The new identity guidelines have already been implemented across its different channels, supporting the expression, order, clarity, and differentiation of the market leader in one of the most competitive seas.