For “Cartera”, we created a branding that reflects the essence of the company and its pursuit of financial empowerment. We developed a complete and versatile visual system that represents an inclusive, welcoming, and accessible brand.‍We designed a logo based on a Sans Serif font to convey a sense of modernity and simplicity. Additionally, we created a symbol that combines two wallets to represent the union of “Cartera” and its clients. This logo is a visual metaphor for the trust that the company seeks to build with its users.‍The primary color palette, composed of blue tones, symbolizes trust and stability, while green evokes freshness and pink represents empathy and emotional connection with users.‍With this graphic system, we aim to create a strong and recognizable brand that reflects the company’s values and its mission of financial empowerment and solutions.‍