Unicaja: Opening a new chapter for Unicaja
After a period of mergers, Unicaja needed to redefine its role in people’s lives. We gave it a new promise: dare, and life opens up.
Challenge
Digital habits and new generations of customers were changing how people relate to their bank. After several integrations and with new leadership in place, Unicaja needed a shared vision and a more contemporary image, without losing what had always defined it: its closeness to people.
The task was not just to modernise a historic brand, but to make a bank seen as traditional relevant to new audiences, and unite the whole organisation behind it.
Solution
In a six-week sprint, we rebuilt the brand from strategy to design and brand experience. The insight was simple: people don’t only want a bank that manages their money. They want one that helps them move forward.
That became the new positioning and the line “Te atreves y la vida se abre” (Dare, and life opens up).
We evolved Unicaja’s historic fan into a visual system for physical and digital spaces, reimagined the branch experience, gave sponsorships a bigger role and created digital experiences for younger audiences.
Digital, and closer to new generations.
Participatory, and in tune with new codes.
Culturally visible, and able to connect at scale.
The result
The new brand started to engage younger audiences and shift how they see Unicaja. It also gave the bank a more innovative, digital image, strengthened internal pride and made the experience consistent across every touchpoint.
Inspired by its legacy. Designed to move forward.
- My role
- Design director and lead creative: worked closely with the CMO and C-suite, led C-suite workshops and creatively directed Unicaja’s other agencies and collaborators
- Agency
- Landor
- Duration
- 6-week sprint
- Scope
- Positioning, tagline, visual identity, creative direction for Thankium x Espacio Real Madrid, brand portal, branch experience