Mento
Smart banking with soul: money when you need it.
Smart banking with soul: money when you need it.
Context
Context
In the realm of fintech, trust and connectivity have emerged as the major challenge. Today, we introduce the story of Mento, a service that stems from Lemon Bank's previous expertise to cater to those seeking quick microcredit solutions without the hassle, particularly in the C2 and C3 segments. Its mission is to transform traditional banking barriers into an opportunity for inclusion. How did we manage to reconstruct their identity, narrative, and experience system? We invite you to explore this case study, where we will observe the complete evolution of their brand and culture.
In the realm of fintech, trust and connectivity have emerged as the major challenge. Today, we introduce the story of Mento, a service that stems from Lemon Bank's previous expertise to cater to those seeking quick microcredit solutions without the hassle, particularly in the C2 and C3 segments. Its mission is to transform traditional banking barriers into an opportunity for inclusion. How did we manage to reconstruct their identity, narrative, and experience system? We invite you to explore this case study, where we will observe the complete evolution of their brand and culture.
In the realm of fintech, trust and connectivity have emerged as the major challenge. Today, we introduce the story of Mento, a service that stems from Lemon Bank's previous expertise to cater to those seeking quick microcredit solutions without the hassle, particularly in the C2 and C3 segments. Its mission is to transform traditional banking barriers into an opportunity for inclusion. How did we manage to reconstruct their identity, narrative, and experience system? We invite you to explore this case study, where we will observe the complete evolution of their brand and culture.
Mento started as Lemon Bank, a Chilean initiative focused on fully digital microloans. The team identified a segment of the population that felt excluded from traditional banks due to bureaucratic reasons or credibility issues. This situation called for a flexible and friendly model that worked from a mobile phone anytime, anywhere. At the same time, they needed a strong positioning that showcased the brand’s essence: credibility, empathy, and convenience. It was at this point that we shared the goal of creating a new name, an integral branding, and a user experience that would inspire trust.
The main requirement was to redefine their visual and verbal identity. We needed a fresh, short name with a meaning that invoked novelty and empathy. It also required a design system centered on usability, along with a communication style that consistently showed support for the user. The challenge included updating a work schedule, from the visual audit and market research to the creation of prototypes and MVP validation in user sessions, always aiming for a strong completion by the end of January. The final result needed to convey that Mento is more than an app: it is the company that offers you financial peace of mind and welcomes you with a virtual smile.
Mento started as Lemon Bank, a Chilean initiative focused on fully digital microloans. The team identified a segment of the population that felt excluded from traditional banks due to bureaucratic reasons or credibility issues. This situation called for a flexible and friendly model that worked from a mobile phone anytime, anywhere. At the same time, they needed a strong positioning that showcased the brand’s essence: credibility, empathy, and convenience. It was at this point that we shared the goal of creating a new name, an integral branding, and a user experience that would inspire trust.
The main requirement was to redefine their visual and verbal identity. We needed a fresh, short name with a meaning that invoked novelty and empathy. It also required a design system centered on usability, along with a communication style that consistently showed support for the user. The challenge included updating a work schedule, from the visual audit and market research to the creation of prototypes and MVP validation in user sessions, always aiming for a strong completion by the end of January. The final result needed to convey that Mento is more than an app: it is the company that offers you financial peace of mind and welcomes you with a virtual smile.
Mento started as Lemon Bank, a Chilean initiative focused on fully digital microloans. The team identified a segment of the population that felt excluded from traditional banks due to bureaucratic reasons or credibility issues. This situation called for a flexible and friendly model that worked from a mobile phone anytime, anywhere. At the same time, they needed a strong positioning that showcased the brand’s essence: credibility, empathy, and convenience. It was at this point that we shared the goal of creating a new name, an integral branding, and a user experience that would inspire trust.
The main requirement was to redefine their visual and verbal identity. We needed a fresh, short name with a meaning that invoked novelty and empathy. It also required a design system centered on usability, along with a communication style that consistently showed support for the user. The challenge included updating a work schedule, from the visual audit and market research to the creation of prototypes and MVP validation in user sessions, always aiming for a strong completion by the end of January. The final result needed to convey that Mento is more than an app: it is the company that offers you financial peace of mind and welcomes you with a virtual smile.
Quick Overview
Quick Overview
Disrupt
We kicked off our journey with the Irrumpe methodology, where through brainstorming sessions we unraveled the brand's personality and purpose. We realized the key was to highlight the intelligence with spirit, a fusion of financial advisory and empathy, capable of providing tailor-made solutions for each user. We developed canvases, journey maps, and experience flows that mirrored the seamless nature of an omnipresent service, always ready to assist those who can't find support with traditional banks.
During the analysis, we discovered that the word “Mento” evoked freshness, dynamism, and meaning. It represents that idea of “mint” or “refresh” which complements the brand's value proposition. To validate the naming, we carried out tests with different segments. People perceived the word as easy to pronounce and memorable, two attributes that reinforced the closeness and empathy we were aiming for. Once the name was set, we moved forward with creating a design system that allowed for the personalization of each client’s experience, with skins and themes catering to different profiles. This approach materialized in the Tú Design System proposal, where screens, icons, and brand guidelines revolve around the concept of a customizable bank.
The final stages of the process involved integrating the finalized identity into a landing and app mockups. We designed a sequence of illustrations and animations for the loading screen, solidifying the narrative that Mento is flexible and present whenever you need it. We also built a blog called Intelligentsia, as a financial education space reinforcing the brand's pillar: delivering tangible and valuable knowledge to its users. Finally, we consolidated a brandbook that compiles all guidelines and aids in scaling the brand for future developments.
We kicked off our journey with the Irrumpe methodology, where through brainstorming sessions we unraveled the brand's personality and purpose. We realized the key was to highlight the intelligence with spirit, a fusion of financial advisory and empathy, capable of providing tailor-made solutions for each user. We developed canvases, journey maps, and experience flows that mirrored the seamless nature of an omnipresent service, always ready to assist those who can't find support with traditional banks.
During the analysis, we discovered that the word “Mento” evoked freshness, dynamism, and meaning. It represents that idea of “mint” or “refresh” which complements the brand's value proposition. To validate the naming, we carried out tests with different segments. People perceived the word as easy to pronounce and memorable, two attributes that reinforced the closeness and empathy we were aiming for. Once the name was set, we moved forward with creating a design system that allowed for the personalization of each client’s experience, with skins and themes catering to different profiles. This approach materialized in the Tú Design System proposal, where screens, icons, and brand guidelines revolve around the concept of a customizable bank.
The final stages of the process involved integrating the finalized identity into a landing and app mockups. We designed a sequence of illustrations and animations for the loading screen, solidifying the narrative that Mento is flexible and present whenever you need it. We also built a blog called Intelligentsia, as a financial education space reinforcing the brand's pillar: delivering tangible and valuable knowledge to its users. Finally, we consolidated a brandbook that compiles all guidelines and aids in scaling the brand for future developments.
We kicked off our journey with the Irrumpe methodology, where through brainstorming sessions we unraveled the brand's personality and purpose. We realized the key was to highlight the intelligence with spirit, a fusion of financial advisory and empathy, capable of providing tailor-made solutions for each user. We developed canvases, journey maps, and experience flows that mirrored the seamless nature of an omnipresent service, always ready to assist those who can't find support with traditional banks.
During the analysis, we discovered that the word “Mento” evoked freshness, dynamism, and meaning. It represents that idea of “mint” or “refresh” which complements the brand's value proposition. To validate the naming, we carried out tests with different segments. People perceived the word as easy to pronounce and memorable, two attributes that reinforced the closeness and empathy we were aiming for. Once the name was set, we moved forward with creating a design system that allowed for the personalization of each client’s experience, with skins and themes catering to different profiles. This approach materialized in the Tú Design System proposal, where screens, icons, and brand guidelines revolve around the concept of a customizable bank.
The final stages of the process involved integrating the finalized identity into a landing and app mockups. We designed a sequence of illustrations and animations for the loading screen, solidifying the narrative that Mento is flexible and present whenever you need it. We also built a blog called Intelligentsia, as a financial education space reinforcing the brand's pillar: delivering tangible and valuable knowledge to its users. Finally, we consolidated a brandbook that compiles all guidelines and aids in scaling the brand for future developments.
Reach
Design Systems
Interface Design
Conceptualization
Profile
Startups
Industry
Fintech