Challenge

Banamex, one of Mexico’s most emblematic banking brands, faced a pivotal strategic challenge following its separation from Citi. With over 140 years of history and more than 20 million customers, Banamex had a unique opportunity to reassess business challenges, enhance its appeal among new audiences, strengthen its leadership, and prepare for its IPO.

What we did

Partnering with Interbrand, Banamex embarked on a transformative rebranding journey to reinforce its position as El Banco Nacional de México (The National Bank of Mexico), reaffirming its promise of proximity, trust, and commitment to the nation.

Rather than being constrained by the past, the transformation honored Banamex’s DNA while embracing the future. The new tagline, Aquí. Para ti. Siempre., (Right Here. For You. Always.) encapsulates the brand’s renewed promise.

BRAND ARCHITECTURE, DESIGN, IDENTITY, STRATEGY
Four Banamex credit cards – Platinum, Oro, Clásica, and Joy – are stacked and slightly elevated against a dark teal background.

“I highly commend the capacity of Interbrand’s team to breathe our brand. You were on this journey with us, and you were highly engaged and just as emotional as we were through the process.”

Sinead O’Connor, Head of Consumer Banking, Banamex

Outdoor Banamex advertisement depicting a series of scenes, including a smiling shoemaker in her workshop and a couple holding hands and flowers on a sunny street, accompanied by the tagline "Somos lo que creemos. Y nosotros creemos en ti."
The exterior of a Banamex bank branch, with large glass windows displaying interior furniture and illuminated promotional posters, including mortgage offers and abstract shapes. An ATM is mounted on the wall to the right of the entrance.
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