Leal
A bold brand identity for one of Latin America's fastest-growing loyalty platforms.
Client:
Leal
Category:
Brand Identity, Brand Book
My Role:
Brand Designer
A brand that needed to stop being polite.
Leal connects consumers with 700+ retail brands across Latin America. In 2020, they wanted a younger, bolder identity. I built the complete brand book: logo architecture, color system, typography, iconography, co-branding rules, and social media guidelines.
A complete system, not just a logo.
A system built to scale.
The brand system covered logo architecture, sub-brands (Leal Puntos, Leal Coins), co-branding rules, iconography, photography direction, social media guidelines, and tone of voice — everything a growing company needs to stay consistent as it scales.
Launched at a company event with 100 attendees, the Behance case study has since reached 12,000+ views and 523 likes.
This project was completed during my time as in-house designer at Leal.
Leal
Project via Leal (in-house)
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