Santa Lucía, one of Spain's most established insurance companies, needed to speak to a generation that didn't think insurance was for them. The challenge wasn't just visual, it was tonal: how do you make a century-old brand feel relevant to Millennials and Gen Z without losing credibility?
I led the digital brand refresh and built the platform design systems across Instagram, TikTok, X and Facebook, translating the brand's trust into a language each platform actually speaks. Not the same asset resized four times, but one identity, four native voices.
The systems were built for autonomy: clear enough for their in-house team to follow, flexible enough to scale independently.
