Fortuna is a new banking service created specifically for the Latinx community.
Client
Fortuna
Year
2024
Services
Brand Strategy
Visual + Verbal Identity
Product Design
UX/UI
Creative Direction
The Challenge
Fortuna is on a mission to expand financial security and prosperity within the Latinx community, a market traditionally underserved by mainstream banking.
Creating a brand for the Latinx audience in the financial sector posed unique challenges, requiring a culturally sensitive approach. The rich heritage and diversity within this community demanded a deep understanding of their specific financial concerns and aspirations.
Our strategy balanced immediate needs, such as accessibility and trust, with long-term goals of financial literacy and empowerment. This approach combined empathy with innovation, aiming to deliver a comprehensive digital experience that not only provides practical solutions but also resonates culturally, fostering a sense of inclusivity and belonging in the financial landscape.
The Approach.
A strong strategic focus is essential in any branding and design project. Thorough research and immersion in the culture, values, and aspirations of the Latinx community—understanding both their immediate needs and long-term goals—laid a solid foundation for all design decisions. This thoughtful approach ensured that each design element across banking applications, web, social, and physical products was not only visually appealing but also culturally relevant, addressing both the current needs and future financial ambitions of our Latinx audience.
We developed a simple, elegant, and modular design system for Fortuna’s new website. This system not only looks and sounds appealing but also empowers marketing and development teams to seamlessly update content and leverage tools for long-term, meaningful engagement.
Creating effective advertising for the Latinx audience means connecting with them where they live and work, from local communities to the digital realm. Subways, billboards, and digital touchpoints provided a canvas for our culturally resonant and relatable campaigns, ensuring that Fortuna’s message is seen and felt in daily life. The key was balancing traditional and digital media to create a cohesive and immersive brand presence that speaks directly to the experiences and aspirations of the Latinx community.
Dashboard Design
Designing an effective financial dashboard UX/UI for the Latinx audience required a focus on clarity and accessibility. Intuitive navigation and clear visuals were essential for delivering immediate financial insights and supporting long-term planning. Language preferences and culturally resonant elements were thoughtfully integrated to build trust and encourage engagement, ensuring the dashboard serves as a tool that enhances financial literacy and empowers confident decision-making.
The Results
Although the brand has only recently launched, the comprehensive brand experience we created for “Fortuna” has already 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, with its cultural relevance and messaging resonating deeply with the intended audience. Initial engagement and reach exceeded expectations, leading to significantly higher enrollment numbers than anticipated, solidifying “Fortuna” as a trusted and valued financial partner.
Through 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 while presenting content that feels both inclusive and engaging, fostering meaningful interactions and loyalty.
