For every bit of life.
Azteco
Brand Transformation · Creative & Design ·Technology · Content
As of 2023, approximately 1.7 billion people remain unbanked, making up about one-fourth of the global population. Azteco's bitcoin vouchers offer a simple solution, enabling everyone to access bitcoin without the traditional obstacles of limited phone processing power, restricted data bandwidth, or the complexities of account creation.
We collaborated with the Azteco teams to evolve their brand identity, messaging, content, and digital products, thereby enhancing their presence in Latin America and South Africa.
Brand Identity: Bitcoin to every ‘bit’ of life
In much of Western society, bitcoin is often regarded solely as a means of accumulating wealth and seen as an unstable investment. However, our interviews with individuals and communities in Southeast Asia, Central America, Latin America, and Africa reveal a different narrative.
From Costa Rican farms to NGOs in Brazil, communities worldwide are embracing bitcoin as an alternative to traditional economies. In these places, bitcoin is saved, sent, or spent in modest amounts because its purpose is to facilitate everyday life. From this insight, comes Azteco’s brand positioning: “Bitcoin for every bit of life.”
Visual Identity: Composing life with Azteco
Constructed upon the visual metaphor of sound, the Azteco visual language creates a symphony of color, form, and proportion. This approach highlights the importance of every individual's unique journey. The visual identity emphasizes Azteco’s key role as a facilitator. The partition system enables flexible arrangements of graphical elements, offering versatility and adaptability in design.
TenPoint is a typeface crafted from the synergy of its components, embodying a collective whole. Its rounded forms reflect the individuals and communities engaging with Azteco. Conversely, Lab Grotesque Mono is rooted in technical precision, symbolizing the product itself. Meanwhile, Lab Grotesque Regular establishes an equilibrium across all facets of the brand.
The primary colors consist of light, sky blue, mineral gold, and black, symbolizing life's core elements. The secondary colors, an assortment of vibrant and subtle shades, capture the distinct moments in life that shape individuals and communities. When blended, they weave a compelling narrative of the individual melodies we define as life.
Azteco's imagery emphasizes the contentment experienced by individuals and communities using Azteco. They utilize offscreen and un-staged compositions to imbue narratives with authenticity. Offscreen composition suggests a wider context, and an un-staged setting captures the spontaneity of the moment. This approach conveys the unfiltered vitality of everyday life.
Product: The voucher is the message
The Azteco digital product mirrors a text messaging interface, where Azteco acts as a facilitator, prioritizing user choice. This design choice is informed by the widespread use of SMS interfaces for everyday transactions such as saving, sending, and spending, especially in Latin America and Africa.
Additionally, a key principle of the website is its unwavering commitment to a mobile-first experience. This approach gives priority to devices with lower computing power and caters to users in areas with limited data bandwidth. By doing so, it ensures accessibility and ease of use for a wider audience.
Stories from the rest of the world
Bitcoin is a category laden with prejudice, misuse, and, consequently, misunderstanding. To reorient conversations around bitcoin, it is crucial for the Azteco website to serve as a story hub, narrating real stories about how bitcoin is used daily in the context of saving, sending, and spending.
“Compared to our new brand identity and design, other companies look dull and lifeless. Your Majesty’s work is vibrant, but also rational, whilst putting a human face and unique brand voice to our work. This is something that is sorely missing in bitcoin as a category, and should the rest go to plan, will change the perception of bitcoin forever with our new category of "consumer bitcoin", and raise the bar.”
Outcomes
- 300% increase in YoY voucher sales
- 500+ vouchers redeemed daily
- 500k+ pay-by-cash locations in Latin America
- 190+ countries offering vouchers
Three months after the launch of the new brand, Azteco achieved a sales record, marking a historic milestone for the business. The tagline "For every bit of life" was recognized as a resonant positioning strategy, assisting Azteco in onboarding new partners worldwide.
The visual identity and its scalable framework effectively paved the way for Azteco's expansion through campaigns, events, talks, and panels across Latin America (LATAM) and South Africa.