Fury
Built to evolve. Designed to simplify.
Client
Fury
Year
2026
Country
Argentina /
Brasil
/ Chile
/ México
/ Uruguay
Sector
Tecnología & software
Fury has spent more than a decade as the platform powering what Mercado Libre builds. Development, operations, and scale with high availability. The invisible framework behind every product.
Today, that platform opens up to the entire Mercado Libre universe. Fury is no longer exclusive territory for technical teams — it becomes infrastructure for the whole organization: integrating, automating, and improving the way people work. With AI, and for every market.
A platform that scales systems — and now processes too.
Rebranding
Visual Identity
Brand Applications
Assets
From technical platform to purpose-driven brand
The challenge was twofold. Fury already had loyal expert users who knew every corner of the platform. And it had an entire organization that didn’t yet know it needed it. So we built a positioning able to connect with those already using it while opening it up to new teams across the region. A narrative that reinforces its reliability while supporting its evolution into an open, collaborative platform.
Human curation with AI
For the visual identity, we integrated generative AI tools into the design process with a clear objective: to reflect Fury’s evolution.
We built a proprietary visual library — real workspaces, human profiles that reflect the diversity of the markets where Fury will be available: Argentina, Brazil, Chile, Mexico, and Uruguay.
AI-assisted production. Human judgment.
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