Central America’s future is coming into focus. The region is rapidly reshaping itself with a digital-first, upwardly mobile generation leading the way. The brands and experiences of companies operating in the region have never mattered more.

BAC | Credomatic, a financial leader in the region recognized the changing needs of these new customers and the opportunity they presented. The company had grown organically and through country-by-country acquisitions to become the leading regional bank and credit card company in Central America. The brand’s distinct go-to-market strategy had allowed local operations lots of independence. However, looking forward towards a future where customers expected more — and where product innovation and an integrated customer experience was fundamental — it was time to reconsider the dual-brand approach.

They came to Lippincott seeking help to fuse the trust it had earned with its bank brand, BAC, with the innovative energy of its credit card brand, Credomatic. Our challenge was to develop a brand strategy and visual identity that demonstrated to customers that together, BAC Credomatic could deliver a full range of financial services in a uniquely modern and efficient way.

We recommended a one-name solution and validated the approach with extensive employee, management and consumer research. We then worked through the company’s portfolio of products to create simpler naming approaches that supported the kind of experience tomorrow’s customer expects.

This new BAC Credomatic required a design system to signal relevance, creativity and momentum. For this, we updated the iconic lion and emboldened the company’s recognizable red. We stacked the name for a more compact and integrated look, allowing the lion to stand tall in both digital and physical environments. Custom illustrations reflect the importance of each individual country, and, when combined, they provide a playful reminder of the bank’s regional scale.

On paper, BAC Credomatic got a simpler, more modern brand expression. But in reality, it got more. It learned about its customers. It captured the energy of its employees and region. It prepared to help a new generation of customers turn their aspirations to accomplishments. And, in doing so, it put itself in position for what looks to be a very bright future.