Qero by Bice
Crafting a bold new investment culture empowering more individuals to achieve their goals
Crafting a bold new investment culture empowering more individuals to achieve their goals
Context
Context
The Chilean investment industry was navigating a pivotal moment: traditional alternatives demanded high amounts and complex processes, while fintechs like Fintual were gaining ground with accessible digital proposals. Grupo BICE spotted the opportunity to democratize investment through a platform that instilled confidence in individuals without financial experience, all while retaining the backing of a solid banking institution.
In this setting, we crafted an intensive workshop based on the Irrumpe methodology to speed up exploration. The challenge was to turn a corporate vision into a user-validated concept, ready to steer the product and brand development in just a few weeks. The tension between traditional banking and the public's expectations for immediacy fueled the urgency of the project.
The Chilean investment industry was navigating a pivotal moment: traditional alternatives demanded high amounts and complex processes, while fintechs like Fintual were gaining ground with accessible digital proposals. Grupo BICE spotted the opportunity to democratize investment through a platform that instilled confidence in individuals without financial experience, all while retaining the backing of a solid banking institution.
In this setting, we crafted an intensive workshop based on the Irrumpe methodology to speed up exploration. The challenge was to turn a corporate vision into a user-validated concept, ready to steer the product and brand development in just a few weeks. The tension between traditional banking and the public's expectations for immediacy fueled the urgency of the project.
The Chilean investment industry was navigating a pivotal moment: traditional alternatives demanded high amounts and complex processes, while fintechs like Fintual were gaining ground with accessible digital proposals. Grupo BICE spotted the opportunity to democratize investment through a platform that instilled confidence in individuals without financial experience, all while retaining the backing of a solid banking institution.
In this setting, we crafted an intensive workshop based on the Irrumpe methodology to speed up exploration. The challenge was to turn a corporate vision into a user-validated concept, ready to steer the product and brand development in just a few weeks. The tension between traditional banking and the public's expectations for immediacy fueled the urgency of the project.
Diving into the financial world revealed a deeply rooted myth or social convention within the Chilean mindset: investing is only for experts with large fortunes. This bias created paralysis and distrust. Observing conversations, we detected that most people desired to “grow their money” but feared “making mistakes and losing everything.”
The team displayed a unique quality: a willingness to guide and teach before selling. This approach unveiled a key human truth: emotional security is as valuable as profitability. We linked this collaborative culture with its strategic potential: positioning as the mentor that translates financial jargon into simple decisions.
Diving into the financial world revealed a deeply rooted myth or social convention within the Chilean mindset: investing is only for experts with large fortunes. This bias created paralysis and distrust. Observing conversations, we detected that most people desired to “grow their money” but feared “making mistakes and losing everything.”
The team displayed a unique quality: a willingness to guide and teach before selling. This approach unveiled a key human truth: emotional security is as valuable as profitability. We linked this collaborative culture with its strategic potential: positioning as the mentor that translates financial jargon into simple decisions.
Diving into the financial world revealed a deeply rooted myth or social convention within the Chilean mindset: investing is only for experts with large fortunes. This bias created paralysis and distrust. Observing conversations, we detected that most people desired to “grow their money” but feared “making mistakes and losing everything.”
The team displayed a unique quality: a willingness to guide and teach before selling. This approach unveiled a key human truth: emotional security is as valuable as profitability. We linked this collaborative culture with its strategic potential: positioning as the mentor that translates financial jargon into simple decisions.
Quick Overview
Quick Overview
Disrupt
The insight inspired the brand definition: Qero personifies the expert friend who manages the money for those beginning to invest. We articulated a clear positioning: “Access and trust to grow your financial future”. The personality blended enthusiasm (Enneagram 3) with warmth (Enneagram 2), achieving closeness without losing authority.
The naming originated from a phonetic-emotional exercise. “Qero” mixes the sound of money with the affectionate gesture of I care, evoking economic value and personal care. User tests confirmed it conveyed trust and was memorable.
We designed the visual system with geometric typography, a vibrant palette, and modular graphics representing gradual growth. Each aesthetic decision anchored the narrative: investing looks technical; Qero turns it into a clear, guided, and motivating journey.
The insight inspired the brand definition: Qero personifies the expert friend who manages the money for those beginning to invest. We articulated a clear positioning: “Access and trust to grow your financial future”. The personality blended enthusiasm (Enneagram 3) with warmth (Enneagram 2), achieving closeness without losing authority.
The naming originated from a phonetic-emotional exercise. “Qero” mixes the sound of money with the affectionate gesture of I care, evoking economic value and personal care. User tests confirmed it conveyed trust and was memorable.
We designed the visual system with geometric typography, a vibrant palette, and modular graphics representing gradual growth. Each aesthetic decision anchored the narrative: investing looks technical; Qero turns it into a clear, guided, and motivating journey.
The insight inspired the brand definition: Qero personifies the expert friend who manages the money for those beginning to invest. We articulated a clear positioning: “Access and trust to grow your financial future”. The personality blended enthusiasm (Enneagram 3) with warmth (Enneagram 2), achieving closeness without losing authority.
The naming originated from a phonetic-emotional exercise. “Qero” mixes the sound of money with the affectionate gesture of I care, evoking economic value and personal care. User tests confirmed it conveyed trust and was memorable.
We designed the visual system with geometric typography, a vibrant palette, and modular graphics representing gradual growth. Each aesthetic decision anchored the narrative: investing looks technical; Qero turns it into a clear, guided, and motivating journey.
Client
Reach
Brand Story
Brand Naming
Branding Design
Conceptualization
Profile
Companies
Industry
Fintech