SUCCESS STORY

Banistmo

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CHALLENGE

PROPOSED
SOLUTION

RESULTS

Following the acquisition of Banistmo by Inversiones Cuscatlán Centroamérica —now Grupo Financiero BSC—, the bank was entering a new institutional chapter. The challenge was to express that transformation without breaking the recognition, trust and bond the brand had built over decades in Panama. The new identity had to feel like an evolution, not the birth of another bank: preserve Banistmo's brand equity, strengthen its connection with Panamanian identity and project a modern, dynamic institution ready to grow within a regional financial group. At the same time, it had to represent Banistmo's role in the country's economy and reflect what Panama means to the region and the world: a meeting point between north and south, East and West, the Atlantic and the Pacific; a territory where people, productive sectors, trade and opportunities converge.

Newlink developed a new visual identity conceived as a strategic evolution of Banistmo, built on four dimensions: 1. Evolve while preserving recognition Keep the Banistmo name and the brand's main identifying assets. Build a visual evolution capable of expressing the new institutional chapter. Balance solidity and track record with a more contemporary, approachable and dynamic image. Project trust, innovation and a vision for the future. 2. Place Panamanian identity at the heart of the system Incorporate the colors and symbolic elements of the Panamanian flag. Take the star as the starting point for the five components of the symbol. Represent, through those modules, the articulation of the country's productive sectors. Express national pride without a literal depiction of the national symbols. 3. Represent connection, movement and progress Arrange the five pieces around a common center, as a metaphor for convergence, unity and connection. Apply a 45° directionality that brings dynamism to the whole system. Build an upward transition from blue to red, symbolizing growth, projection and progress. Create a simple, recognizable identity that is nonetheless loaded with meaning. Develop a flexible, modular and scalable visual language for physical and digital applications. 4. Present and amplify the new chapter Design a launch event for clients, partners, media and key stakeholders of the Panamanian and regional economy. Present the new identity as the visible expression of an institutional evolution. Roll out the brand narrative across press, digital channels and multiple touchpoints. Establish one central idea: a new identity, with the same commitment to Panama.

The new identity translated Banistmo's evolution into a visual system of its own: contemporary and deeply connected to Panama. An evolution with continuity Banistmo's recognition and market track record were preserved. The transformation was presented as a new chapter of the same bank, keeping its closeness and commitment to clients and communities. The brand was aligned with its integration into Grupo Financiero BSC and with a regional vision of growth. A distinctive, Panamanian identity The new symbol brings together national pride, articulation, movement and progress. Panama's flag and star were reinterpreted through a contemporary language, avoiding a literal depiction. The visual system reflects Panama's role as a point of connection between markets, people and opportunities. A system built to grow The modular construction allows the identity to be deployed consistently across multiple formats and touchpoints. Motion amplifies the brand's expressiveness in digital environments. The new platform combines institutional clarity, flexibility and the capacity to evolve. Launch and impact The identity was unveiled at an event that brought together clients, partners, media and special guests. The launch gained visibility in Panamanian media and publicly established Banistmo's new chapter as part of Grupo Financiero BSC. Banistmo evolved without ceasing to be Banistmo: a brand in motion, proudly Panamanian and ready to connect new growth opportunities.