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We partnered with Interbrand to bring Banamex’s new identity to life in motion. Guided by the idea of Evolutionary Impulse, the logo becomes a source of rhythm and energy. Through tactile 3D forms and a cohesive motion system, the brand feels closer, more human, and constantly evolving.
This is brand identity in motion.
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Directed & Produced by Plenty
Client: Banamex / Interbrand
Country: Mexico
Year: 2025
The role of 3D in brand proximity
To enhance the sense of closeness and tangibility, we translated key elements of the identity into 3D geometric forms. This approach creates a more real, approachable, and tactile experience for the audience, reinforcing Banamex’s commitment to accessibility and trust.
2D Expressions
Animated flat pieces that follow the same Evolutionary Impulse principle, bringing consistency and energy to every brand interaction.
Brand VIdeo
A powerful piece to showcase the new identity and share the brand’s vision. Designed for live events, where the rebranding journey is revealed to colleagues and key stakeholders.
And here is the brand video!
Credits
Strategy, Design and Branding Direction: Interbrand
Plenty Team:
Creative Direction: Mariano Farías
Executive producer: Gladys Esquivel
Production Coordinator: Melisa Fernandez & Marina Dominioni
Motion Direction: Hernán Estevez, Mariano Farías
3D Designers: Dano Marello, Maxi Vera, Nicolás Reyna, Leonardo Martín
2D & 3D Animators: Mariano Farías, Juan Ignacio Garay, Leonardo Martín, Pablo Ferreiro
Sonic Branding: Sixieme Son
Typography design: Arilla Type