Engen Capital



The client

With the aim of connecting all the strength at the heart of its business, General Electric is one of the business units devoted to B2B financial leasing known as GE Capital. Today that brand is Engen Capital, the second largest financing company in Mexico.



  • Brand strategy
  • Brand portfolio
  • Verbal identity
  • Visual identity
  • Brand workshops
  • Brand video


  • Web development and design
  • Communication toolkit for vendors
  • Internal and external communication campaigns and management
  • Digital communication campaigns and management
  • Product videos
The big challenge of this project was to create a new brand without losing the reputation that it had earned with over 20 years in the Mexican market, while making it stand out and keeping it unique.
We did a deep dive into the category in order to establish strategic opportunities and create a believable, differentiated brand positioning. For this project we created the strategy, positioning, audience segmentation, portfolio, naming, verbal complement, tone and manner guide, visual identity and graphic system, and the brand’s setting guide. Today we are in charge of strategic planning and management of their internal and external communication channels.
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