COnsubanco
Redefining what banking feels like for a new generation of customers.
The Tension
In a saturated Mexican banking market, Consubanco faced an existential opportunity: how to break out of its retirement-specialist box and connect with a new generation of customers. Typecast, it had credibility—but little relevance beyond its core.
My challenge as strategic lead wasn’t just to drive growth, but to redefine its role.
The Underlying Truth
People aren’t lacking financial tools—they’re overloaded by them. Between distant traditional banks and overwhelming neobanks, what’s missing isn’t more functionality, but a sense of someone being on your side.
The Strategic Approach
I reframed Consubanco’s role from service provider to “cómplice financiero” (financial accomplice)—a partner that stands with you, not above. Grounded in co-creation, banking became something you build together.
Impact
This idea came to life through a complete brand transformation: a fresh, vibrant visual identity and an energetic, encouraging verbal style that turns every interaction into an act of teamwork.
The new positioning resonated with high-growth audiences while maintaining its core, and unlocking the brand’s ability to expand into new products and services beyond its original niche.
THIS PROJECT WAS BUILT IN PARTNERSHIP WITH LANDOR.
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