The alliance between Grupo Bancolombia and Almacenes Éxito needed to create a commercial financial company to manage a consumer credit card focused on a group of people that didn’t have access to bank accounts. Marqas was hired to create a new credit card brand.
Based on a new brand positioning and personality Marqas created the name Tuya and developed the new visual identity system for the credit card. Tuya is an approachable brand that facilitates access to credit cards. The new brand was applied to corporate communications as well as retail materials. Today Tuya is the third credit card provider in the market and it is positioned to grow in the market.