This project for BBVA introduced mag, a new digital space designed to support the bank’s network of managers. The name is inspired by Ma (間), the Japanese concept of space as the place where meaning emerges, and the g for Gestor, the Spanish term for a banking relationship manager. It represents a place that supports, connects, and empowers managers with the tools, information, and guidance they need every day.

To bring the initiative to life, we created a distinctive brand to communicate its vision and make it recognizable across the organization. We also designed a pilot for the digital platform to demonstrate its value and support its adoption.