Stori

Overview

Brand identity re-design for LATAM fintech unicorn Stori, a new type of bank providing the stepping stones towards achieving financial goals to all Mexicans, regardless of their credit. With their 100% approval rate, Stori can afford to say "Si" to every applicant.

Solution

A comprehensive visual rebrand built around the tagline "The road to more starts with yes." The rebrand included a custom symbol derived from the letter "S" that forms an upward staircase, representing progress and opportunity. I developed a complete visual system featuring a vibrant color palette, a typographic library, and a system of graphic staircase elements that work together across both digital and physical touchpoints. The system embodies four key brand traits: Relentless Drive, Boundless Imagination, Contagious Courage, and Energizing Hope—qualities that speak directly to customers traditionally underserved by financial institutions.

Results

The strategic rebrand transformed Stori's market presence and generated a direct business impact. The rebrand contributed to Stori securing an additional $50M in debt capital and increasing their customer base by 50%, growing to 2 million credit card customers throughout Mexico. The visual system I created enabled Stori to communicate more effectively with its target audience through consistent, emotionally resonant messaging across all channels—from card design and mobile app experience to social media campaigns and out-of-home advertising. The rebrand served to ultimately strengthen Stori's positioning in the competitive fintech landscape, helping establish it as a trusted financial partner that empowers previously marginalized customers to build credit and access new opportunities.