A fresh identity for a bank ready to grow digital-first.
Banking
Fintech
Rebranding
About the Project
Towerbank is a leading financial institution in Panama with over 50 years of history.
Conceptual Foundation
Known for its progressive vision and early adoption of crypto and digital services, the bank has built a strong reputation as a people-first organization. In recent years, Towerbank began shifting its focus toward a younger, tech-savvy audience who value clarity, speed, and seamless digital experiences.
73% of digital-first customers in LATAM say brand experience shapes their trust in banks. For Towerbank, it wasn’t just about a new look, it was about aligning how they spoke, moved, and connected across every touchpoint.
Project Objectives
They needed a unified system that could evolve with them, perform across channels, and resonate with a new generation of users. To bring that vision to life, we built a multidisciplinary team: a project manager to align timelines and scope, an art lead to define the creative direction, and a group of designers focused on building a brand and product experience ready to scale.
A brand system built to evolve
We reimagined Towerbank’s identity with a modern and confident visual language. The new system includes a streamlined palette, functional typography, and modular assets that adapt to both print and digital. We wrapped everything into a brandbook that helps internal teams stay consistent as the brand grows.
Website Redesign
The website redesign started with strategy. We mapped user journeys, restructured content through a new information architecture, and created a clean, intuitive interface supported by a flexible design system. The site is now fully responsive, scalable, and aligned with the bank’s voice and tone. Subtle motion and interactions were added to bring clarity to key moments and product flows.
Iconography & Illustrations
To support the new identity across every touchpoint, we created a custom set of icons and illustrations, ranging from minimal UI elements to more expressive visuals used in key moments of the site and brand communication. Each asset was designed to adapt across formats and platforms, striking a balance between clarity, personality, and functionality. The result is a cohesive visual language that feels both practical and distinctly Towerbank.
Outcome
Towerbank now has a cohesive and scalable brand experience, built from strategy through execution. From a renewed identity and custom iconography to a responsive website and motion-ready assets, every element works together to reflect who they are today and where they’re headed next.
