Fincaraiz
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Brand Design
Digital Design
Fincaraiz is one of Colombia’s leading real estate platforms, offering users an extensive database of properties for sale and rent. As a household name, it plays a crucial role in the home search journey for millions of Colombians. In 2021, the company initiated a comprehensive rebranding process to modernize its visual identity and digital presence. Our studio was entrusted with translating this vision into a cohesive, engaging, and user-friendly design system.
Company
Fincaraiz
Industry
Real State
Role
Lead Designer
Year
2021
CHALLENGE
The previous brand identity had grown outdated and lacked the flexibility to adapt across different platforms and formats. The user interface felt inconsistent, and the design system had limitations that made scaling new communication materials inefficient. Fincaraiz needed a renewed identity that would reflect its leadership in the market while staying fresh, intuitive, and aligned with the evolving needs of its users.
OBJECTIVE
Our goal was to create a flexible and modern design system that would unify all visual elements under one consistent identity. This included defining a new color palette, typography system, iconography, and graphic language adaptable to multiple channels such as web, email, social media, and print. We also aimed to elevate the brand’s digital presence by designing templates and layouts that improved usability, accessibility, and visual impact.
ROLE & PROCESS
I led the design transformation of Fincaraiz’s digital presence. From conceptualizing the new visual identity to creating a comprehensive design system, I ensured the brand’s evolution was consistent across all user touchpoints. I collaborated with stakeholders, established a scalable UI library, and improved visual communication through a user-centred approach.
RESULTS
We delivered a scalable and vibrant brand system that helped Fincaraiz communicate more clearly and effectively. The new identity has been successfully implemented across marketing, editorial, and product teams. The project included: ・A complete brand refresh with a modern visual identity ・A full design system (typography, color hierarchy, components, iconography) ・Marketing and product templates in Figma ・Design assets for automation and CRM (emails, push, SMS) ・Custom layouts for newsletters, landing pages, and in-app communication This transformation enabled Fincaraiz to maintain brand consistency across all touchpoints while reducing design-production time and improving user engagement.
