Buenbit
The third side of the coin

Passionate about technology, finance, and the crypto universe, Buenbit intends to think outside the box through a platform that transports stable financial solutions toward the future. We worked for a year to develop a new identity system based on the concept of 'the other side of the coin' positioning crypto services as a new dimension in finance.

Client: Buenbit
Year: 2021—2023
Country: Argentina
Sector: Fintech/Crypto

Brand Strategy
Brand Positioning
Verbal Identity
Visual Identity
Brand Guidelines
Motion Behavior

Illustrations
Brand Applications

The Challenge

Buenbit approached us to craft a fresh brand identity that alignes with their evolving business. At the time, Buenbit was in the process of integrating numerous new services and functionalities for its users, and the existing brand fell short in terms of dynamism, flexibility, and suitability to represent this transformation.

Throughout the rebranding journey, we were tasked with a comprehensive reevaluation of their brand attributes, archetype, personality, and brand positioning. This culminated in a entirely new brand proposal that positions Buenbit in a distinct place within the Latin American cryptocurrency market.

What we did

We hinged our creative approach on the metaphor of 'The third face of the coin,' a pivotal concept that introduced the dynamic 'three coins' as the central symbol. This concept drives the development of an expansive graphic system that seamlessly combines accessibility, approachability, straightforwardness, and a touch of tech-savvy style.

After multiple collaborative sessions with Buenbit's design team, we collectively chose the vibrant purple-pink as the new brand color. This color, when paired with lively greens, establishes a distinctive yet functional color palette. Typography was carefully chosen to infuse a warm and human touch into the visual identity, adding a sense of coziness.

Our approach extended to encompass illustrations, a comprehensive photo library, tone of voice, messaging strategies, iconography, and guidelines, all working in harmony to complete the brand's overall image and approach.

The Key

Blending elements of a tech-savvy, geeky style with warm and approachable aesthetics, Buenbit's new look strikes a fresh and fitting chord with its audience profile, while maintaining relevance within the fintech and cryptocurrency niche.

The '3-coined' symbol has evolved into an iconic representation for the community, with members bestowing it with names and interpretations that resonate personally with them.