Caja Arequipa. A creditable brand.

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In the face of the 25th anniversary of the System of Municipal Saving Banks, Caja Municipal de Arequipa decided to undergo a rebranding process to better connect with its audience. For that, it sought a new brand strategy that, based upon the pride of its origin, would also focus on friendly service, proximity to customers and the strength of its organization.

We worked on the concept of "Advisory Friend", due to the strong equity gained over time recognizing its staff as caring, supportive and always willing to work together with clients to achieve their business goals.

We worked on the concept of "Advisory Friend", due to the strong equity gained over time, recognizing its staff as caring, supportive and always willing to work together with clients to achieve their business goals.

In this sense, we created a new identity and visual system that differs fundamentally from other Saving Banks in the market. The logo represents a human group, and the mixed color palette is inspired by the colors and shapes of Arequipa's colonial architecture and the heritage of its unique origin: Arequipa, the White City.