Finanta

Finanta is a Pennsylvania-based credit union with a strong connection to Latino communities across the state. They needed a new look and asked Mendoza to review their current brand system. We used our intercultural expertise to conduct a complete audit of Finanta’s brand system—from diagnosing visual gaps, inconsistencies, and missing components—to shape an ownable identity that represented who they are and resonated with the people they serve.

It started with their story.

 

We immersed ourselves in Finanta’s origins, community residents and entrepreneurs, and future businesses goals. Beginning with their existing brand elements, we successfully developed a refreshed brand system built for long-term use. Final deliverables included new assets and a comprehensive, structured brand guide with practical examples for current and future employees.
We began with a symbol that tied all of the brand elements together. We call it The Thread. It represents Finanta’s multiple pathways to financial support and the cultural connections extending throughout communities. Its fluid form feels uplifting and conveys motion, signifying a shared purpose and positive momentum.
Trigonolitos, or three-cornered stones, symbolize long-term growth in many indigenous Latino cultures. They carry a deep meaning with Finanta and their logo is greatly inspired by them. Understanding this, we made vector cutout shapes to frame photography and other branded designs, bringing another dimension of expression to visuals.
For the typography, we chose Raleway as the new primary font. This versatile typeface delivered a natural friendliness to the credit union’s refreshed personality while interconnecting new and existing brand elements.
With the brand system’s foundation set, we expanded its dynamic range. We added gradients to further express the brand color palette, introduced distinctive patterns, and developed bespoke icons to represent brand pillars and Latino cultural influences. A curated library of icons complemented these elements, providing consistent visual language across a wide range of applications.
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