Piensa
Client: Piensa Networks
Year: 2023
Rebranding
Storytelling: Diego Caballero
Art Direction: Muthafunk
Graphic design: Maria Bilius
Challenge / Brief
Piensa needed a fresh visual identity that could stand out in a market traditionally dominated by cold, corporate aesthetics. The brand offers essential services: electricity, gas, internet, mobile plans at more accessible prices, and wanted to communicate not only affordability but simplicity, transparency, and peace of mind.
The challenge was clear: How do you make the world of utilities feel warm, human, and even fun?
Insight / Strategy
The creative direction was built around the idea of the “Eureka!” moment—that instant when everything becomes clear, simple, and easy. The brand positioning focuses on helping users feel in control, offering solutions that reduce stress and bring clarity to everyday tasks.
To reinforce this, the identity needed to feel:
✔ Playful but trustworthy
✔ Clear but full of personality
✔ Modern but human
✔ Accessible without feeling cheap
Visual Identity
The visual identity is a balance between friendly minimalism and expressive warmth.
Color Palette:
Soft neutrals paired with a cheerful yellow accent and a calm, uplifting violet. This combination conveys optimism, clarity, and approachability.
Typography:
Clean, rounded typefaces that feel modern and friendly, reinforcing the idea of simplicity and easy understanding.
Illustration Style:
A key pillar of the brand.
The playful line-drawn characters embody the joyful ease of using Piensa — showing how switching services can be simple, light, and even fun. The illustrations bring a human touch to an otherwise serious industry.
Digital Applications
The identity was applied across web and mobile interfaces, ensuring a seamless, inviting experience.
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Warm backgrounds that create a sense of comfort
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Line illustrations guiding users intuitively
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Clear CTAs in contrasting colors
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Layouts designed for clarity and accessibility
The UI reflects the brand promise: “Everything feels easier with Piensa.”
Brand Impact
The new identity transforms Piensa from a utility provider into a friendly companion for everyday life. It sets the brand apart in a crowded market by replacing corporate stiffness with human warmth and creative energy.
This new approach helps the company:
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Build trust with customers
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Communicate affordability without compromising style
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Emphasize ease and clarity in a complex category
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Connect emotionally through illustration and tone
