Colombia Fintech, the association that unites all Fintechs in Colombia, recognized the need to evolve in order to remain the beacon of the financial and technological revolution in the country. The challenge was clear: to design a brand that would not only represent modernity and the new vision of the sector, but would also endure over time with a timeless and powerful proposal.

Colombia Fintech is not just one entity, but a conglomerate of sub-brands, products and initiatives that provide value from different fronts to all the fintechs that are associated. The problem was that they were disassociated brands and did not have an organized and structured brand architecture, as they looked like independent brands without a clear visual system.

The previous brand did not have a visual system beyond a logo, it felt generic and repetitive, it had a monotonous and reduced color palette that made it look old-fashioned and far from the values of innovation and technology that as a brand it was trying to show.

In Colombia there are more than 322 companies in the Fintech sector (financial technology companies) that for a relatively short time have been revolutionizing the market with innovative, revolutionary proposals and solving real tensions and pains of all Colombians. It is an industry that is growing every day and has helped, not only to the economic development of the country, but also to the intellectual development of Colombia as a Latin power in Fintech.

Colombia's financial future is increasingly in the hands of those visionaries who are willing to adapt, innovate and mobilize change.

The problem is that what had once been a visual revolution against the boring and traditional visual codes of traditional banking was now becoming a landscape. With startups and companies falling into the same colors, graphic resources and guidelines. The Fintech world was slowly becoming what it swore to change (at least at the design level). Visual codes that often fall into the repetitive and ephemeral. Even codes that traditional banking was already beginning to use exhaustively.  

In a world of startups and fintechs over-saturated with the same colors and without any kind of differentiation, it was time to return to the simple and timeless. Creating a simple but powerful brand that could coexist with more than 300 startups, each with their unique visual universes, but without representing a competition but a support.

Our goal was to design an identity that reflected both the innovation inherent to the Fintech sector and the strength and trust that characterize the financial industry.

A versatile and dynamic visual system that allows each program and initiative to have a differential brand universe but without leaving the world of the umbrella brand. This allows to navigate each program in an easier way and opens the field tomorrow to any initiative to enter the visual universe in an easy way.   

After the rebranding process of Colombia Fintech, we were presented with an even greater challenge: to bring all that essence and vision to an event that would mark a before and after: the Latam Fintech Market. A scenario where not only the new image would be presented, but also where ideas, networking and learning from the Fintech ecosystem of Latin America would converge.

The Latam Fintech Market not only became the perfect stage to unveil the new image of Colombia Fintech, but also a living representation of what the association aspires to achieve in the future.