The Challenge:

FINCA provides financing to rural farmers and businesses that may not have access to traditional financial services. As the original brand in the organization, it eventually became part of a larger family that included EDESA and Empresas de Crédito.

But while the businesses had evolved separately, their identities had not. All three companies were using essentially the same logo, with little more than the name distinguishing one brand from another.

The challenge was to give FINCA, EDESA and Empresas de Crédito identities of their own while creating enough visual continuity for customers to understand that they belonged to the same family of financial brands.

The Approach:

Because FINCA was the original brand, it became an important reference point for the wider brand system. Rather than replacing the equity it had already built, we evolved recognizable elements from the existing identity. The original green and blue were retained, while the mountain symbol was simplified to create a cleaner, more contemporary expression of the brand.

A custom logotype gave FINCA a more distinctive identity while establishing a typographic approach that could connect naturally with its sister brands.

We then developed a shared visual system across FINCA, EDESA and Empresas de Crédito, using color, typography and selected brand elements to create continuity without making the three companies look identical.

The Result:

The refreshed identity gave FINCA a more recognizable presence while preserving important elements of the brand customers already knew.

At the same time, it provided a foundation for a broader brand architecture in which FINCA, EDESA and Empresas de Crédito could each develop their own identity without losing their connection to one another.

The result was not simply three redesigned logos, but a more flexible system designed to balance brand recognition, individuality and family resemblance across all three businesses.