
Naming
Branding
Packaging
UX / UI Design
Art Direction
Communication
Finance
Tecnology
Team Lead
Ian Víctor
Project Management
Laura Gabriella Gutiérrez
Storyteller
Rafael de los Santos – Poteleche
Gabriella Febles
Art Direction
Ian Víctor
Design
Ashly Zabala
Micaela Castellanos
Motion Graphics
Ashly Zabala
Ian Víctor
Giancarlo Rodríguez
H.WAY
#BankingUp US Hispanic millennials so they achieve it all.
H.Way was founded in 2019 by Lionel, Raúl, and Marcela with a clear mission to bank their community and help create generational wealth. They aimed to develop a digital financial platform that addresses the financial disparity in the Hispanic and Latino communities, one of the fastest-growing and most significant economic forces in the United States. Additionally, they sought to create a digital community that listens and amplifies voices, adhering to a zero-tolerance policy for disparity, inequality, and predatory lending practices, ensuring they receive the attention they deserve.
In 2020, they reached out to our team to develop their name, logo, and visual identity system, including a multi-use illustration system, debit card, packaging, and Brand Identity Manual. To achieve this, we immersed ourselves in the world of fintech, thoroughly understanding its operations, the Hispanic and Latin culture in the US market, the users, and their immediate context, resulting in an identity with a strong and proud personality.
We designed a digital universe that spans from the UX design of the app to their website, which is visually impressive, intuitive, and easy to use. For a banking app like H.Way, user experience is essential, so we created a digital platform that reflects the vibrant and dynamic essence of the Latino community, ensuring it’s accessible to anyone, even those with minimal technological skills in the family.
Additionally, we created the motto “Banking You Up,” which not only serves as their unique positioning but also as a rallying cry. H.Way was born with the vision that people deserve more than just a place to keep their money; they deserve a platform that drives, challenges, and motivates them to keep moving up. We know that when the Latin community receives the right push, no one can stop them.