Rebranding Illustrations at Mercado Libre
Vehicle financing rebrand, with the full creation of the product’s visual identity, including logo, illustration system, art direction, and visual pillars.
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problem
The vehicle financing product lacked a consistent visual identity, causing recurring effort for the team when creating visual assets and weakening brand recognition across the pawn credit user experience.
solution
The solution restructures the information architecture, simplifies the UI, and applies strategic motion with art direction and emotional design to guide attention, pacing, and comprehension throughout the flow. Motion works as a functional and sensory layer, reinforcing hierarchy, predictability, and trust in a complex financial process without adding noise. Results: 80% less information overload, a 50% increase in completion rate, and 85% faster access to approval.
The vehicle financing product needed a visual identity to exist as a brand. Without a clear system, the experience lacked strength, pawn credit recognition was diluted, and the team repeatedly rebuilt visual solutions from scratch.
From this challenge, I led the complete rebrand of the product. I created the entire visual identity from the ground up, including the logo, art direction, and a scalable illustration system, and defined visual pillars that guide the team to this day.
The focus was on building a consistent, emotionally trustworthy, and maintainable visual language. Each branding decision balanced clarity, sensitivity, and operational efficiency, turning visual design into a strategic product asset.
Today, the rebrand supports the vehicle financing experience, reduces daily design effort, and reinforces pawn credit brand recognition throughout the user journey.
SEE FULL PROJECT IN FIGMA
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