Supervielle Bank

The history

Banks have a trust problem. They're seen as cold, complex, and indifferent to the people behind the accounts. Supervielle bank wanted to change that, and the brief that came to McCann was clear: make the bank feel human.

The answer was Human Banking, a brand positioning platform built around a simple truth: banking only exists because people do. Every product, every service, every interaction has a human being on the other side of it. The campaign made that visible.

As Art Director at McCann, I was responsible for the visual identity of the Human Banking, defining how the concept translated across all brand touchpoints, building the visual system that connected the Human Banking logo with the existing Supervielle brand standards, and designing the full communication range from OOH and point-of-sale to digital and the iconography system.

I also contributed to the TV commercial through storyboard, script, and storytelling development, working alongside the creative directors, copywriters, and strategists on the campaign.

The concept resonated, Human Banking became Supervielle's core communication and continues to define the brand's voice today.