Creating a product ecosystem people could understand
ORIENTAL BANK
2025-2026
Product Strategy · Brand Marketing · Customer Experience
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Brand Strategy
Brand Positioning
Marketing Leadership
Creative Direction
Campaign Development
Product Communications
The Challenge
Oriental had built a strong brand and a growing portfolio of products. But underneath the brand, the product experience was fragmented. Accounts had different names, different messages, and different value propositions. Customers experienced them as separate offerings instead of parts of one connected relationship. The opportunity was to create a product architecture where every product had a clear purpose, audience, and role within the customer's financial journey.
The Insight
Products don't become meaningful because of their features. They become meaningful when people understand how they fit into their lives. The work started by looking beyond what each product offered and understanding what people actually needed from their financial relationship. From there, each product was repositioned around a simple human benefit.
Building the Portfolio
Cuenta Libre
Mass Checking Account
Fee-free accounts attract customers, but they don't always create engagement.
The opportunity was to move Libre beyond being a basic checking account and transform it into a product that rewarded customer behavior.
The repositioning introduced a progression model where everyday banking activity unlocked greater value, turning a functional benefit into a motivating relationship.
Impact
+17% YoY growth in new accounts
Cuenta Elite
Affluent Checking Account
Premium banking often relies on exclusivity and status.
But customers need to understand the value behind the label.
Elite was repositioned around progression: the stronger the relationship, the greater the benefits.
Tiered advantages were translated into a simple customer story built around growth, value, and return—not just privilege.
Impact
+25% YoY growth in new accounts
My Biz
Commercial Products Suite
Commercial banking often speaks in product language. Business owners don't.
The opportunity was to translate a complex portfolio into something that felt built around how businesses actually operate. My Biz was named and positioned around real business needs, with messaging across six product lines focused on usability, clarity, and outcomes instead of financial jargon.
Impact: 37% remote channel conversion rate at launch.