Traditional remittance platforms often fail to meet the needs of Latino immigrants due to high fees, poor transparency, and complex user experiences. Félix sought to not only simplify these processes but also build a brand that resonates deeply with the Latino community’s values of trust, reliability, and connection. The challenge was clear: establish Félix as the go-to solution for remittances while maintaining cultural authenticity and fostering trust.

To align with Félix’s vision, we delved into its cultural and operational DNA. Workshops, stakeholder interviews, and customer insights highlighted the critical needs of the target audience—efficiency, transparency, and trustworthiness. By embracing the Sage and Citizen archetypes, Félix’s brand strategy evolved into a human-centric narrative celebrating immigrant resilience.

The cornerstone of Félix’s strategy became its conversational approach—offering “a financial friend” through WhatsApp. The mission was to unleash the potential of Latino immigrants in the U.S. by making financial tasks as easy as sending a text. This strategy was encapsulated in the rallying cry, “Juntos We Succeed,” uniting internal teams and customers alike.

Félix’s verbal identity champions simplicity and empathy, speaking directly to its users with warmth and authenticity. Anchored by the pillars of trust, optimism, and empowerment, Félix’s messaging consistently reassures users that they’re supported every step of the way.

Félix’s new visual identity bridges modern design with cultural resonance. Its blue and orange color palette symbolizes trust and vibrancy, while the refreshed logo embodies the connection between the U.S. and Latin America. The streamlined design extends across digital and physical touchpoints, reinforcing the brand’s promise of simplicity and reliability.

Félix has achieved month-over-month growth of 30%, expanded its user base across key states, and seen significant increases in trust metrics, such as Net Promoter Score (NPS). With its clear, caring, and culturally relevant brand, Felix is on track to become the preferred financial partner for Latino immigrants in the U.S.