Rosetta is a BBVA programme designed to improve the customer experience and make interactions across channels more efficient by applying logic and solutions to manage each interaction in the most appropriate way.

Its main function is to connect each need with the most suitable channel at the right moment, optimising both experience and efficiency without losing focus on people.

To support this approach, we designed a visual identity which ensures coherence and recognition across the programme and unifies its communication.

The identity is built from a set of graphic assets and a modular symbol based on a dynamic grid, capable of adapting to different contexts, teams, and channels, ensuring scalability. It is aligned with the BBVA ecosystem and translates a complex model into a clear and recognisable brand.