Ligo is a Peruvian digital wallet that lets people send, receive and pay from their phone without a traditional bank account. When I joined, the brand had a solid product but a weak visual presence: most designs felt flat, monochrome and hard to distinguish in a crowded fintech space.
I led the redesign of Ligo’s visual line across social media, digital campaigns and offline materials. We moved from generic, low-contrast layouts to a bold, character-driven system where color, contrast and the brand mascot work together to create an instantly recognizable style.
Before
After
Context & Challenge
Before the refresh:
- Social posts looked similar to each other and to other fintech brands.
- The mascot existed, but it was used inconsistently and mostly as decoration.
- Key messages about benefits and promos got lost in busy or very pale layouts.
- Offline and digital assets didn’t feel like part of the same brand system.
The challenge was to give Ligo a clearer, more memorable visual personality that could work in any format (feed, stories, banners, POP, video) and still feel unmistakably “Ligo”.
Objectives
Brand & creative objectives
- Make Ligo instantly recognizable in a quick-scroll environment.
- Give the brand a friendlier, more human feel through the mascot.
- Create a flexible visual system that works for promos, education and utility content.
Business & marketing objectives
- Improve stopping power and visibility of campaigns.
- Support growth and promo initiatives with more impactful creatives.
- Align digital and physical touchpoints under one coherent look & feel.
My Role
As Head of Marketing, I:
- Led the creative direction of the new visual identity refresh.
- Defined the principles, color system and layout rules for the new line.
- Worked closely with designers, copywriters and video editors to bring the new style to life.
- Coordinated with acquisition and trade teams so the new look worked across social, paid, app store, website and POP.
- Set up a lightweight brand guide so future pieces could be produced quickly without losing consistency.
Approach
1. Visual Audit & Insights
I started by reviewing past campaigns and evergreen content:
- Grouped old creatives by format and objective (promos, education, product, brand).
- Identified patterns: pale gradients, small typography, little contrast and very limited use of the mascot.
- Mapped what was working: any pieces with stronger color, bigger headlines or clear use of the character tended to perform better and be easier to remember.
These insights became the base for the new direction.
2. Defining the New Look & Feel
The core idea of the new line was: “A playful, confident wallet that moves with you”.
To express that, we:
- Increased contrast between backgrounds, typography and key elements to make messages pop.
- Expanded the color palette, keeping Ligo’s core purple but adding brighter secondary colors for categories (promos, education, security tips, etc.).
- Gave the mascot a central role: not just present, but acting – paying, travelling, warning about scams, celebrating promos.
- Simplified compositions so each piece had one main idea: a strong headline, one visual focal point and a clear CTA.
In the project page, Image 2 represents the old style (flatter, less contrast) and Image 1 shows the new, refreshed visual line.
3. System & Templates
To make the refresh scalable, we turned the new style into a system:
- Created modular templates for: promos, product benefits, service explanations, tips and security alerts.
- Defined typographic hierarchy (hero headline, subhead, body) that works on both square and vertical formats.
- Assigned visual cues by content type:
- Promos → brighter palette, big numbers, mascot celebrating.
- Product/utility → cleaner layouts, app screenshots and short benefit lines.
- Education/security → more neutral backgrounds, icons, and a calmer pose of the mascot.
This allowed the team to produce new pieces fast while keeping the feed and campaigns visually coherent.
4. Multi-Channel Application
The new visual identity was rolled out across:
- Social media – organic and paid posts, stories and reels.
- Performance ads – static and motion banners for acquisition campaigns.
- POP materials – point-of-purchase displays, printed promo pieces and in-store signage.
- Video – short promo videos and explainers where the mascot and new color system were animated.
The goal was simple: whether you see Ligo in a reel, a banner or a physical poster, it should feel like the same energetic brand.
Impact
While this project was primarily qualitative, the refresh produced clear improvements:
- A more distinctive and memorable brand presence in a crowded fintech category.
- Creatives with stronger stopping power in social feeds and paid campaigns.
- A coherent experience from digital to physical touchpoints, reinforcing trust and recall.
- A reusable visual system that reduced design turnaround time for new campaigns.