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Ficohsa

Integration of various business units of a leading bank in Central America.

 

Situation

The Ficohsa Group was born in 1993 and in only 15 years positioned the Ficohsa brand as one of the leading brands in Honduras. The Group is made up of a bank, an insurer, a house of exchange and a brokerage house and all the companies operate with different brands. The need to create synergies between the different businesses led Ficohsa to rethink its brand strategy.

 

Solution

Marqas developed a strategy that allowed Ficohsa to reposition itself as a proactive and innovative financial group, involved in the progress of its country. The new brand identity takes up the concept of the 'F' of the previous image through the formation of a flag. This new form represents leadership and excellence and, in turn, the union of the different businesses under a single brand. By using cold tones, typical of the financial industry, and contrasting them with photographic images of more vibrant colors, the new identity transmits at the same time seriousness, solidity and closeness. Ficohsa launched its new identity in 2009 to mark the beginning of a new stage in the company's history.