Macropay
Project Overview
Turning a Static Mascot into a Scalable Brand Spokesperson for Growth
In early 2025, Macropay, a Mexican fintech and retail hybrid offering simple retail credit with low weekly payments and minimal bureaucracy, needed more than a mascot refresh. Coco was recognizable, but he was not functioning as a true communication layer.
What the brand required was a communication solution: a living, strategic persona with a clear voice, a defined role, and measurable impact across channels. The objective was not to redesign a symbol, but to evolve Coco into a strategic brand voice built for trust, storytelling, and consistent omnichannel execution.
THE CHALLENGE
When a Mascot Lacks a Voice, Brand Communication Breaks
Macropay’s original Coco, based on the founder’s Shiba Inu and infused with Mexican cultural colors, appeared across merchandise, in-store displays, and social posts. But in practice, it functioned more like a symbol than a communicator.
The real issue was inconsistency. Coco was everywhere, but never in one unified way. Different teams used him differently across promos, banners, and even email signatures, without a defined role, a consistent voice, or an integrated usage system. Coco was familiar, but fragmented.
Macropay needed one Coco: a brand-safe, scalable persona with a clear voice and role that can guide and communicate consistently across retail and digital.
THE CORE CONCEPT
A Mascot Built Like a Brand Asset, Not a Campaign Visual
We approached Coco as a strategic communication system, not a one-off design. The goal was to build a character that could perform consistently and drive outcomes, not simply look appealing in isolated assets.
Coco was rebuilt as an owned, scalable framework with three foundations: a defined character identity, a narrative universe, and standardized execution rules. This structure turns the mascot into a repeatable brand presence with a clear tone, behavioral boundaries, and a consistent on-screen personality, while staying culturally aligned with Mexico and modern in expression.
THE STRATEGY GROWTH
Invest Once. Reuse Repeatedly. Across Physical and Digital Channels
Our strategy was designed around one operational goal: to turn Coco into a repeatable marketing engine, not a one-off design.
1.Unify the character around a clear role.
Coco was positioned as a brand persona with a specific function in the customer journey: a friendly, modern guide that makes credit feel simple, understandable, and culturally aligned.
2.Create one voice across all touchpoints.
We codified Coco’s tone, messaging style, and behavioral boundaries so the character communicates consistently, whether in-store, on the website, or across social channels.
3.Standardize execution for scale.
We translated the persona into a structured usage system, including visual rules, narrative constraints, and content logic, so multiple teams and vendors can produce aligned outputs without creating “multiple Cocos.”
PROJECT SHOWCASE
VALUE DELIVERED
From Recognition to Relationship, and a System Built to Scale
Direct gains
- A persona that can communicate, guide, and perform as a strategic brand voice
- Faster turnaround enabled by a reusable asset base, not repeated redesign cycles
- Consistent execution across channels through clear standards and governance
Strategic advantages
- Stronger emotional connection through a defined voice, role, and story logic
- A modern, culturally aligned Mexican identity expressed consistently across touchpoints
- A foundation for 2026 engagement: Coco becomes a long-term brand property, not a campaign element
In short, Coco evolved from a static symbol into a growth-ready brand persona with a clear voice, a defined role, and an execution system designed for scale.
Macropay didn’t need a new mascot image. They needed a strategic brand persona built to communicate with clarity, stay consistent across channels, and deliver lasting impact. Because creativity without strategy is decoration, and strategy without creativity is invisible. When both come together through storytelling, a character stops being an asset on the side and becomes a system that keeps working long after a single campaign ends. One character. One voice. One system. Scalable brand momentum.
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