Clarity
Explain what the product is, how it works and what people can expect—without hiding behind financial jargon.
Building clarity during fintech hypergrowth
Turning product complexity into a human, scalable communication system.
I helped shape communication across brand voice, UX, product messaging, CRM, social, SEO and educational audio during an accelerated growth stage.
Klar Associate Creative Director · Mexico City Apr 2020–Jul 2021
THE CHALLENGE
Trust starts with understanding.
Debit, credit, cashback, security, onboarding and new products all needed explanation. But rigid banking language could create more distance, while empty promises could weaken trust.
Make finance clear enough to use—and human enough to believe.
THREE BRAND PRINCIPLES
A small set of rules for a company moving fast.
The team defined three principles for the 2020 experience. They gave brand, product and communication a shared standard for making decisions.
110%
Treat every interaction as a chance to make a difficult financial decision feel more useful, careful and human.
For All
Build language for people beyond the traditional banking audience, with fairness and access as practical standards.
THE COMMUNICATION SYSTEM
One principle. Six places where it had to work.
Clarity became more than a tone of voice. It connected everyday messages across the customer journey and gave a compact team reusable structures.
Brand voice
A recognizable tone built around transparency, usefulness and direct language.
Product & UX
Onboarding, features and interface moments explained around the user’s next decision.
CRM & growth
Acquisition and lifecycle messages adapted without losing the same central promise.
Social & community
A public voice able to explain, respond and build familiarity at startup speed.
SEO & education
Discoverable content and financial education designed to answer real questions.
New products
Verbal architecture that helped new propositions, including Más, enter one coherent system.
A REUSABLE WORKING LOOP
From product complexity to a message teams could use.
This reconstructed loop summarizes the documented role: translating business goals and product features into clear, consistent and adaptable communication.
Read the need
Start with a business objective, product feature or user question.
→Find the promise
Reduce complexity to one proposition a person can understand and trust.
→Adapt by channel
Turn that promise into the right behavior for product, CRM, social or education.
→Make it reusable
Leave teams with a structure they can apply again as the company changes.
PERIOD EVIDENCE · 2020
Clear language had to live inside a clear experience.
These project-archive visuals show how product, promotional and educational language worked across formats during the same period.
AUDIO AS PART OF THE SYSTEM
Three pieces built to make finance easier to hear and understand.
The audio work belongs to the same communication system as product, CRM and education. The three-part series below turns key product steps into clear, approachable guidance.
COMPANY GROWTH CONTEXT
A communication system built while the company was changing quickly.
These are publicly reported company milestones, not individual outcomes. They show the speed and operating pressure surrounding the collective work.
users
Reported by Mastercard during Klar’s first 100 days in market.
credit lines
Reported by Mastercard for the same first 100-day period.
customers
Reported by TechCrunch in October 2020, during Klar’s accelerated growth stage.
COLLECTIVE WORK · COMPACT TEAMROLE + COLLECTIVE CREDIT
Communication as the connective tissue.
In a compact marketing team, I served as a communication reference across brand and product. I helped define and apply the voice, translated business goals and features into usable messages, and contributed structures for acquisition, onboarding, CRM, social, SEO, financial education, audio and new product propositions.
The identity, app, card and company milestones shown here are the result of collective work across Klar’s leadership, design, product, marketing and operational teams.
PERIOD EVIDENCEInside Klar · May 2020 ↗
Clarity became
a brand principle
and a growth-enabling operating tool.