Fortuna

Fortuna is a digital banking service created to expand financial access for the Latinx community. Built from the ground up to serve a market long overlooked by mainstream institutions, Fortuna blends culturally relevant design with practical financial tools. The result is a brand that speaks directly to the values, challenges, and ambitions of an underserved audience.

Fortuna

Fortuna is a digital banking service created to expand financial access for the Latinx community. Built from the ground up to serve a market long overlooked by mainstream institutions, Fortuna blends culturally relevant design with practical financial tools. The result is a brand that speaks directly to the values, challenges, and ambitions of an underserved audience.

The Challenge

Fortuna set out to expand financial access for the Latinx community, a group often overlooked by mainstream banking. The challenge was creating a brand that felt modern and credible while also being culturally relevant and deeply human. It needed to build trust quickly, communicate clearly, and reflect the diversity and aspirations of the people it aimed to serve

Brand Strategy

We started by listening. Through research and immersion, we explored the values, pressures, and priorities that shape financial decision-making in Latinx households. This work revealed both immediate needs — like transparency, ease of use, and language access — and long-term goals around stability, education, and generational wealth.

With these insights, we developed a brand strategy rooted in clarity, empathy, and empowerment. This foundation guided every creative decision, from messaging and tone to interface design and content planning. The strategy also gave Fortuna the flexibility to grow — to scale its services and evolve its story without losing its core identity.

Creative Direction

The creative direction for Fortuna centers on clarity, warmth, and real-world relevance. The visual language on the site uses bright photography, clean layouts, and clear comparisons to traditional banking to make the benefits immediately understandable. Messaging emphasizes accessibility and everyday financial wellbeing in straightforward, human terms — focusing on outcomes like fee‑free banking, early access to earned wages, and high yield on savings. Every touchpoint reinforces the sense of community and empowerment, with a design that feels welcoming and inclusive while still maintaining the precision and structure users expect from a financial service. This approach strengthens Fortuna’s presence as a brand built for real people with real financial goals, not just for abstract financial products.

Advertising Treatments

We crafted a verbal identity that prioritized warmth and simplicity. Language was inclusive, human, and directly designed to educate without patronizing and to welcome users into the world of finance on their own terms.

Visually, we built a flexible design system grounded in approachability and structure. The palette was vibrant without being loud, inspired by Latin American textiles and environments. Typography and iconography balanced modernity with accessibility, and the system was built to extend across platforms — from product UI to community campaigns.

Visual + Verbal Identity

We crafted a verbal identity that prioritized warmth and simplicity. Language was inclusive, human, and direct — designed to educate without patronizing and to welcome users into the world of finance on their own terms.

Visually, we built a flexible design system grounded in approachability and structure. The palette was vibrant without being loud, inspired by Latin American textiles and environments. Typography and iconography balanced modernity with accessibility, and the system was built to extend across platforms — from product UI to community campaigns.

Product Design

The financial dashboard was the heart of the product. It had to be easy to use, culturally attuned, and built to support both quick insights and deeper financial planning. We designed a clean, modular interface with intuitive navigation and clear visual cues. Thoughtful touches, like bilingual support and visual metaphors tied to common financial goals, helped reinforce trust and increase confidence among users.

The Results

Fortuna’s brand launched with strong traction and a clear voice. Early engagement exceeded expectations, with higher-than-forecast enrollment driven by both word of mouth and campaign visibility. More importantly, the brand resonated. Across digital and physical channels, users responded to a financial experience that felt like it was made for them — because it was.

The foundation we built continues to support Fortuna as it expands. The brand system, design framework, and voice are all built to scale with the business and deepen its connection to the community it serves.