Brand Consulting, Visual Identity and Brand Architecture for a National Impact Institution
A project about how a key institution for the country’s economic development can transform its identity to communicate its purpose, reach, and impact with greater clarity.
The rebranding of the Fondo Nacional de Garantías (FNG) was developed from a strategic branding and brand consulting approach, with the goal of strengthening a national-scale institution through an identity that is coherent, contemporary, and prepared to evolve alongside its audiences and services.
The new visual identity system is built around a central graphic element: dots. These trace paths that symbolize progress, movement, and constant evolution, representing FNG’s accompaniment of Colombians throughout the different stages of their productive and financial development.
Together, the dots express connection, inclusion, and versatility — core principles of an institution that drives opportunities across multiple sectors and regions of the country.
The typographic system was designed to convey solidity, warmth, and trust, achieving a balance between institutional authority and contemporary dynamism. The predominant use of blue strengthens the perception of credibility and stability, while the incorporation of the national flag colors reinforces FNG’s commitment to Colombia’s economic growth and development.
As part of the brand strategy process, we developed a visual language based on the letter “G” — conceived as a flexible graphic system capable of reinforcing the identity and generating consistency across all brand touchpoints.
Additionally, a brand architecture was defined to consolidate the master brand and structure a clear endorsement system for sub-brands, creating a scalable platform ready for future growth.
The project also included the development of a comprehensive Brand Book, designed to systematize the guidelines for visual identity, typography, color, applications, and graphic behavior, ensuring coherence across all communication channels and formats.
This project reflects our approach to integral strategic branding — combining brand strategy, visual identity, brand architecture, and communication systems to translate complex institutional structures into brands that are clearer, more relevant, and prepared to generate connection and real impact.
Does your organization need a brand that matches its impact?
Let’s talk about how to build an identity that is clearer, more coherent, and ready to grow.
