a man standing with a black umbrella with the BX+ logo.

Reflecting a Brand’s Growing Stature

A new strategy and design to foster expansion

  • Fastest Growing Retail Bank 2017 award winner
  • Fastest Growing Corporate Bank 2017 award winner
  • 2018 portfolio reached more than 40,000 million pesos
  • Significant increase in branch offices in Mexico City and throughout Mexico

BX+ (with its association “Go for more,” due to the idea it conveys in Spanish) is a financial institution that aims to create simple and personalized solutions through impeccable service.

MBLM was tasked with updating BX+ with a brand promise and identity that would facilitate reaching new audiences and help them open more branch offices throughout Mexico.

Example of two vertical banner showing how to apply the design identity for BX+

After a thorough assessment phase, an opportunity to focus the brand as the best of its kind in the financial sector emerged.  We defined a series of target audiences including real estate firms and the agriculture and livestock sector and created specific brand orientations for each client’s unique needs.

Example of the brand identity developed for BX+ applied to a web page
Example of a kiosk designed for BX+

MBLM defined a personality and a verbal and visual identity to further align the brand. The visual identity uses a design aesthetic that helps us to convey complex ideas in an easy and accessible manner. The unique geometric and angular illustration style was created to set BX+ apart form the competition. This style is characterized by the presence of hatch patterns within the color overlay. The hatch patterns add compelling details, such as depth and impact.

Examples of printed material including letterhead, envelope, business cards and folders
Examples of credit cards with the brand identity of BX+ applied
Examples of the brand identity applied in internal architectural spaces
Examples of the brand identity applied in external architectural spaces

We also designed flexible branch offices, to help facilitate the rapid expansion that BX+ had set its sights on.

The result is a more original, modern and professional brand that manages to convey the seriousness and service quality that BX+’s clients are looking.

Two mobile phones with examples of the brand identity applied to a web page for BX+
Two mobile phones with examples of the brand identity applied to a web page for BX+, the news section and the navigation menu

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