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Puntored is one of Colombia's leading fintech companies, with more than 73,000 points of service across 900+ municipalities, enabling financial access for millions of Colombians through a network of small merchants at the base of the economic pyramid.
After 15 years of growth as a trusted payments network, Puntored faced a defining strategic moment: how to evolve its brand to compete in a rapidly changing fintech landscape, unify its expanding portfolio, and position itself for the next stage of growth.
Scalto partnered with Puntored to lead a full brand transformation, from strategic positioning through to visual identity and market launch.
Brand Strategy & Market Research
We conducted a comprehensive competitive analysis and brand stretching study to assess Puntored's brand equity, map the fintech landscape, and define the most powerful strategic path forward. This research established the foundation for every brand decision that followed.
Through a series of strategic immersion workshops, we defined Puntored's growth direction, target audiences, and brand architecture, resolving how to unify a growing product portfolio under a cohesive, scalable identity capable of competing across merchant, corporate, and financial inclusion segments.
We built the complete visual identity for the transformed Puntored brand. At the heart of the new identity was a simple but powerful idea: the dot in Puntored's name, placed above a letter, forms a human figure, making the people behind the network, the merchants, the banking correspondents, the communities, visible at the very center of the brand. A strategic and creative decision that translated the company's purpose into a single, unmistakable mark.
Launch Campaign
We designed and produced the launch campaign to introduce the new Puntored brand to the market, bringing its repositioning to life across key audiences and channels.
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Puntored emerged with a clear strategic identity, a differentiated brand architecture, and the tools to compete as a modern fintech leader in Colombia, positioned to scale across merchant networks, correspondent banking, and digital payments while building on 15 years of trust and reach.
