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The task
SSI Sistemas, a 25-year veteran in the insurance and affinity sectors, required a profound strategic repositioning to capture new market shares. The challenge was to evolve a traditional corporate legacy into a contemporary powerhouse without losing its established credibility. We needed to overhaul the original typography and transform the existing six-dot logo into a dynamic visual ecosystem. The goal was to distance the brand from the generic, dated aesthetics of the insurance industry, replacing them with a bold, timeless identity that visually articulates SSI’s mission of scaling and systematizing complex results.
My role
I led the comprehensive rebranding process, from the typographic evolution to the creation of the new Brand Identity Manual. A fusion of Bauhaus principles and systemic scalability. By dissecting the brand’s iconic six-dot symbol into a modular visual language, we balanced the craftsmanship of bespoke insurance solutions with the power of industrial-scale results. My execution spanned the creative direction of all printed collateral, stationery, and commercial assets, culminating in a high-impact Key Visual designed to anchor the brand’s new digital presence and website development.
Drawing inspiration from the Bauhaus school, I developed a versatile graphic system using dissected shapes and solid contours to evoke a sense of structural strength. I introduced a sand-toned palette to add a tactile, sophisticated edge to the digital-first brand.
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