ORIENTAL BANKTHE STRATEGIC SHIFT THAT CHANGED A LOCAL MARKET
BRAND STRATEGY
My work speaks for itself. Puerto Rico's third-largest bank, in a market where the first bank was untouchable. Oriental was functional, trusted, and invisible. A bank people used, not one they believed in. The opportunity wasn't to out-feature the competition. It was to out-human them.
Over seven years, I was part of the change that turned Oriental into a bank where progress is personal, banking is a partner, and the island's resilience is the story. That world had a name, a visual language, a product architecture, and a campaign voice. It held through a pandemic, a multi-billion dollar acquisition, and a full market repositioning. And it worked.
ACCELERATING GROWTH
01
BRAND POSITIONING
More Than Ready launched in 2019 as the foundation, a shift from institutional confidence to human momentum. It became the operating principle behind every product, campaign, and touchpoint that followed. Yes I Can followed in 2022, handing the brand's voice to the people it served. Real clients, real stories, shot on location in Old San Juan. The bank stopped talking about itself and let its customers make the argument.
02
NEW BRAND IDENTITY
The platform needed a visual identity and tone of voice to match. I built a fresh brand, modern and more approachable, moving away from the traditional institutional feel banks default to. Every element, from the visual language to how the brand spoke, was built around one idea: banking should feel human first, institutional second.
03
PRODUCT COMMUNICATIONS
Over seven years, I led the campaign launches for new products as the bank went through a full digital transformation, across retail, commercial, and services. Every launch had to carry the same brand voice while introducing something genuinely new, keeping the story consistent as the product line kept expanding underneath it.
