Client
Factal
Industry
Fintech
Simplifying the VeriFactu regulation so freelancers and SMEs can invoice with peace of mind
We defined the brand territory and tone for a 100% cloud-based SaaS that turns a legal obligation into a clear and accessible experience. Factal was born to stop invoicing from being a source of friction. Less complexity, more control, and the certainty that everything is in order.
Brand strategy
Visual identity
Verbal identity
UX/UI design
2D motion
01. Challenge
Turning fear of the regulation into confidence
The invoicing market for freelancers and SMEs (Small and Medium-sized Enterprises) is full of solutions that are perceived as expensive, complicated, or overly technical. With the arrival of the VeriFactu regulation, this problem intensifies. Not only is there a lack of knowledge, but also a fear of making mistakes and facing the consequences. The challenge was twofold: to simplify the process and build credibility without resorting to the cold and rigid language typical of this type of software.
02. Solution
Building an honest and human brand
The solution was to position Factal in a specific territory: trust without complications. From there, we defined a brand strategy and a verbal identity that prioritize the essentials: straightforward language, a friendly tone, and zero unnecessary technical jargon.
We translated this logic into a product-ready identity system, featuring a narrative focused on peace of mind and control, messaging geared toward solving real doubts, and a personality that accompanies, guides, and simplifies what used to seem difficult. The result is a brand capable of reducing friction and giving time back to the user.
03. Impact
A solid foundation to grow and stand out
With clear positioning and a consistent tone, Factal gains an immediate competitive advantage: it is perceived as the sensible and safe choice to comply with VeriFactu without wasting time or money. The brand establishes a consistent framework to communicate the product, scale campaigns, and organize the sales pitch. Altogether, Factal goes from being just another invoicing tool to becoming an ally.
04. About the project
Credits Team members involved
Cristian Salazar
Creative Director
Alberto Anguita
Brand Lead, Strategy & Design
Rodrigo Chávez
Motion Designer
Credits Team members involved
Cristian Salazar
Creative Director
Alberto Anguita
Brand Lead, Strategy & Design