It all began with Mercantil Bank’s decision to separate its U.S. operations from its parent company in Venezuela, which meant not only a new path as an organization but also a new brand. This is how Amerant was born.

What initially seemed like a rational, administrative, and paperwork-heavy process turned into one of the most human and exciting projects I've experienced. With a committed team, a clear vision, and the pressure of time — we only had eight months! — the goal was to bring a relevant brand to life in an ever-evolving market.

The challenge was immense: meeting legal requirements, creating a strong identity, and launching the brand at record speed without losing connection with customers. Through intensive sessions and research, we built Amerant’s strategy together with the bank’s strategic planning team.

Amerant: A Name and Identity that Connects

We wanted a name that would evoke trust from the local audience without losing Mercantil’s legacy. Amerant was born, a name that conveys continuity through shared letters and projects commitment to the brand’s future in the United States. The visual identity retained the orange color as a nod to the past, while the typography and visual system focused on modernity and closeness.

At the heart of Amerant is the promise of “Meant for you,” an idea that reinforces the commitment to providing each customer with personalized, exceptional service that empathetically adapts to their needs. The visual and communicative experience reflects this philosophy of closeness and service.

The Launch: A Marathon of Preparation and Celebration

The launch phase was a marathon in itself. For weeks, our team worked to anticipate every question customers might have and to develop materials that conveyed calm and confidence, allowing customers to feel that Amerant was a continuation of the quality and professionalism they always expected from Mercantil.

The project culminated in a spectacular event at the New World Symphony in Miami Beach. But the best reward came when an Amerant employee approached to congratulate us and said, “Thank you, it all turned out spectacular. When I saw this presentation and the new brand, I felt it represents exactly why I always wanted to work in banking.” This phrase was a reminder of the purpose and impact of our role. Amerant is now the story of a vision, teamwork, and pride in building something that reflects what truly makes banking great: serving with professionalism and humanity.

This rebranding is not just a visual change but a declaration of intent, a reaffirmation of our mission to grow alongside our clients and to be a reliable partner in their journey toward success.

‍