Mercado Pago
An identity that evolves without losing its foundation
Client
Mercado Pago
Year
2024
Country
Chile
Sector
Fintech
In an increasingly competitive financial ecosystem, Mercado Pago faced a key challenge: strengthening brand trust and consolidating its presence as a digital bank, without losing its fintech identity.
The strategic solution was clear: integrate its visual system into the Mercado Libre universe—without ceasing to be Mercado Pago. The goal: create a positive association with Latin America’s most important e-commerce platform and reinforce that both brands are part of the same company, sharing the same vision for the future.
Rebranding
Visual Identity
Digital Assets
The color changed, but the purpose remained.
At VEO, we took on the mission of guiding the transition into the “yellow world” —Mercado Libre’s visual territory— while maintaining the coherence, distinction, and functionality of a brand with a clear identity. The main objective: to communicate solidity and ensure consistency across every touchpoint. We adapted every visual asset to a new brand code.
We tested, adjusted, reconfigured.
We explored many paths to reach the exact result: a robust, adaptable visual system aligned with Mercado Pago’s strategic narrative. A brand that hasn’t lost what defines it—just speaks a new visual language.
This first phase is only the beginning of its transformation. A clear sign of evolution: the same spirit, in a new language.
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