Macropay — a Mexican fintech brand with over 700 branches — already had a mascot. His name was Coco. He was familiar, even loved internally, but across the audience, Coco didn’t exist as one clear character. He appeared in multiple versions, with different styles, different energies, and no defined system behind him. There was no consistent personality, no clear voice, no real connection.

Depending on where and when you saw him, Coco could feel like a completely different character. He wasn’t one identity — he was simply there. Present, but not fully realized. Full of potential, yet underestimated and never used to its fullest.

At a certain point, it became clear that this wasn’t enough.
Macropay didn’t want another version of Coco — they wanted clarity, consistency, and a character that could truly connect. They wanted more than a visual asset; they wanted a real brand ambassador, one that could carry meaning, build relationships, and unlock the full potential of what Coco could represent. The goal was to transform him into something alive — a character with presence, personality, and purpose. Not just a logo with ears, but a living, breathing Coco.

And that’s where the journey began.

UNDERSTANDING THE WAY THE BRAND COMMUNICATED BEFORE

UNDERSTANDING THE COMPETITORS & THE GAME AROUND US

BEFORE ANYTHING - WE HAD QUESTIONS

CORE IDENTITY & PROFILE / CHARACTER ARCHETYPE

DEFINING COCO’S LOOK

COCO ACROSS THE BRAND

INTRODUCING COCO TO THE WORLD

With the design direction finalized, the focus shifted from creation to integration.

Coco needed to become part of the brand’s everyday language. The question was no longer what Coco looks like, but how he lives within Macropay, and how he shows up in a way that people recognize, remember, and connect with.

This meant carefully planning how Coco would be introduced to the audience – not as a sudden reveal, but as a presence that feels natural, consistent, and impossible to ignore over time. Every touchpoint, every interaction, every appearance had to reinforce the same identity, the same energy, the same voice.

TIME FOR SOMETHING PEOPLE CAN TOUCH

THE IMPACT SPEAKS

Coco didn’t just evolve – he reshaped the way Macropay communicates.

What started as a redesign became a shift in strategy, unlocking real impact across campaigns and bringing measurable ROI along the way. Today, Coco is no longer an asset on the side – he sits at the center of the brand, integrated into every touchpoint, every campaign, every moment that matters.

And the journey is still going.

But for a second, let’s pause.

Let’s hear it from the team – the people who live and breathe this every day.
Because the real proof?

Is always inside the room.