Oriental Bank

My Role
Creative Director

Services
Campaigns
Brand Identity (Visual, Verbal, Interactive)
Brand Strategy
Brand Films
Art Direction
Print Design
Billboard Design
Environmental Design in branch

Three posters on a wall, each featuring a person with a circular orange pattern behind them and Spanish text. The first shows a woman with long dark hair, wearing a white cap and jacket, holding a red guitar. The second features a man sitting by an open car door, wearing a white shirt, with the door open and a bright blue sky. The third displays a smiling woman with a cap, holding a smartphone, with a sunset or sunrise background.

Oriental Bank is one of Puerto Rico’s “Big Three,” a legacy institution in a category defined by tradition. But to stay relevant, Oriental needed to look, sound, and act like something different: a bank built for today, not yesterday. The challenge was clear: refresh the brand identity and marketing communications so Oriental could show up as modern, digital, and future-focused.

As the Creative Director at their agency of record, I worked side-by-side with the Oriental team to bring that vision to life. From mortgages to corporate accounts to market-wide brand campaigns, our work together has been about more than advertising. It’s about using design and storytelling to capture market share and build a relationship with our clients that extends beyond products, toward a shared sense of progress.

An elderly woman with sunglasses sitting outside, holding a glass, with an orange sunburst graphic behind her head. Spanish text promoting bank access for Marta.

Our goal wasn’t to make Oriental feel like “just another bank.” It was to reframe them as a challenger. A brand with momentum, confidence, and humanity. The refreshed identity and campaigns positioned Oriental as the bank that moves with people, not behind them. This meant simplifying how products were communicated, unifying messaging across the portfolio, and leaning into design that felt bold, direct, and unmistakably modern.

Two women sitting at a table in an outdoor bar or restaurant at night, one woman paying with her credit card as the other smiles and looks on, with a bartender handing over the card machine, decorated with a white orchid in a vase, glasses of water, and a large tree with hanging lights in the background.

The new Oriental voice is customer-first with a challenger’s swagger. It speaks like a partner, not an institution. Above all, it’s about showing up where people are. Marta doesn’t go to the bank—the bank goes to Marta. Every headline, every line of copy was designed to reflect that shift: more action, more clarity, and more cultural confidence. A voice that’s fluent in both optimism and pragmatism—because people don’t just want financial products, they want to feel that their bank is ready for whatever comes next.

A smiling man with arms crossed, wearing a wristwatch and a dark button-up shirt, standing in front of a red building with white decorative architecture and the sign 'LA CASITA'
A hand holding a smartphone with an orange screen and a white circle in the center, against a plain white background.

Sí Puedo (Yes I Can), we turned the spotlight on real customers, transforming abstract confidence into lived stories filled with pride and possibility. Rolled out across TV, radio, digital display, social, billboards, and in-branch posters, the campaign proved Oriental could be both modern and human—challenging the category while staying deeply connected to the people it serves.