Boosting sales by 300% with a culture-first Bitcoin brand
NETFLIX
Evolving Azteco’s brand presence, messaging, and digital products offer in Latin America and South Africa.
SERVICES
BRAND STRATEGY
VISUAL IDENTITY
MESSAGING & COPYWRITING
MARKETING COLLATERAL
DIGITAL PRODUCT
MARKETING WEBSITE
BRAND FILM
LOYALTY PROGRAM
APP ARCHITECTURE
CONSULTING
PROJECT INFO
Challenge
Azteco’s bitcoin offers a simple solution to those outside the traditional banking economy. We collaborated with the Azteco teams to evolve their brand identity, messaging, content, and digital products, enhancing their presence in Latin America and South Africa.
Solution
Through interviews with communities and individuals, we learned that millions of people are saving, sending, and spending bitcoin to facilitate everyday life, and explored this narrative to inspire Azteco’s brand positioning: “Bitcoin for every bit of life”. Together with a visual identity that emphasizes Azteco’s role as a facilitator, people are put at the heart of the messaging.
Outcomes
Three months after the launch of the new brand, Azteco achieved a 300% increase in YoY voucher sales – a sales record for the business. To date, over 500 vouchers are redeemed daily in more than 190 countries. 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.
As of 2023, approximately 1.7 billion people remain unbanked, making up about one-fourth of the global population. Azteco’s bitcoin vouchers provide a straightforward solution, allowing everyone to access bitcoin without the traditional obstacles of limited phone processing power, restricted data bandwidth, or the complexities of account creation.
Bitcoin for
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.”
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.
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 unstaged compositions to imbue narratives with authenticity. Offscreen composition suggests a wider context, and an unstaged setting captures the spontaneity of the moment. This approach conveys the unfiltered vitality of everyday life.
Making Real Impact
Increase in MoM
voucher sales
300%
Vouchers
redeemed daily
500+
Pay-by-cash locations in Latin America
500+
Organic impressions in the first month
650k+
Webby Award — Honoree in ‘Responsible Design.’
1
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 prioritizes 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.
The new visual identity is vibrant yet rational, while putting a human face and unique brand voice to our work.
This is something sorely missing in the Bitcoin category.
Akin Fernandez
Founder & CEO, Azteco
Three months after launching 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, helping Azteco onboard 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.
Learn more about Azteco and their mission on their new website.
This project was led by Your Majesty, Amsterdam’s award-winning creative agency that became part of Infinum in 2025. The original case study can be read here.
