Brand Identity, Logo Development, Brand Concept and Motion Graphics.
Fintech
SaaS
Branding
About the Client
Mendel: A Strategic Rebranding in Financial Technology
Mendel is a fintech company that specializes in corporate spend management solutions for enterprises across Latin America. Founded in 2021, Mendel aims to modernize the financial operations of major corporations through its innovative platform that enhances the efficiency and transparency of corporate spending. With a strong focus on leveraging cutting-edge technology and data analytics, Mendel provides tools that streamline payment processes and expense management, making it easier for companies to manage their financials.
The company successfully raised $35 million in 2021 and $60 million in 2025.
Challenge
The initial challenge for Mendel was to create a solid visual identity that would allow the company to showcase its product and facilitate investment rounds. Later, as Mendel's brand and product matured, a new challenge emerged: the need for a rebranding to adapt to the passage of time and the necessity to scale the brand towards a larger market.
Logo Develpment
In crafting Mendel's logo, we focused on embodying the qualities of "Horizons," "Tranquility," "Vision and Control," and "Summit." The design integrates a mountain in the shape of the letter "M" with an eagle, blending the stability and peak achievements of a mountain with the vigilant and comprehensive oversight of an eagle. This fusion symbolizes Mendel's role as a wise, precise guide in the fintech sector, portraying the company as a beacon of stability and strategic foresight. The logo encapsulates Mendel’s commitment to delivering superior financial solutions from an elevated, commanding vantage point.
Conceptual Premise
The conceptual foundation for Mendel's branding, "Simplicity for Greatness," reflects a shift in how success is defined in a technologically advanced era. The brand philosophy, inspired by the proverb "If you want to go fast, go alone; if you want to go far, go together," underlines Mendel's approach to fostering long-term growth through collaboration and shared vision. This premise guides the visual evolution of Mendel, portraying it as a synthesizer of information, embodying wisdom and flexibility. It aims to project the brand’s strength and intelligence without overwhelming or cluttering, symbolizing a vast entity focused on clarity and simplicity.
Art Direction
Mendel's visual direction aligns with its modern, fresh, and established brand identity. It adapts to market changes and emerging trends by employing current technologies and tools, ensuring the brand remains relevant and appealing. The visual strategy mixes disruptive and familiar elements to offer clients something unique and exciting, reinforcing Mendel’s position as a robust and reliable choice in the marketplace. This approach helps Mendel stand out as a leader in simplifying complex processes, making it a preferred partner for corporations seeking efficient and flexible solutions in financial management.
User Interface
In addition to redefining Mendel's brand identity, we developed a comprehensive UI System to establish a new color scheme, button styles, and overall aesthetic for the Mendel platform. This system is meticulously designed to ensure consistency and usability across all user interfaces, enhancing the user experience while maintaining the brand’s refreshed visual identity.
Client Valoration
“Imagine having a special idea in your head, like a picture you can't show anyone else. Lupa turns those mind pictures into a real brand that everyone can see.”
