ABOUT
Perzona is a SaaS brand from Mexico that crafts meticulous, beautiful, and effective HR, payroll, and credit solutions. Its goal is simple: to remove complexity while blending accuracy with elegance. By eliminating chaos and ensuring everything is done right from the start, Perzona sets new industry standards. Through the integration of HR, payroll, and innovative credit solutions, the company provides SMEs with well-crafted, insightful, and effective tools. The focus is always on creating the best user experience in the Mexican market—an experience that is not only user-friendly but intuitive, seamless, and fully integrated. Looking forward, Perzona aims to expand across LATAM, establishing itself as a benchmark in simplicity and efficiency.
STRATEGY
Working in close collaboration with the Teva team, we immersed ourselves in their culture, tools, and way of thinking. From their internal knowledge to a surprisingly intimate library of books, financial journals, and editorial layouts, we uncovered a world of references rooted in bold grids and information-first design. Guided by deep strategic research and brand analysis, we arrived at a clear and resonant brand purpose: “Building the foundations of financial evolution.” This idea became the strategic compass — anchoring every decision, shaping the visual language, and informing how the brand shows up across every touchpoint.
LOGO & TYPOGRAPHY
A wordmark whice once was thin and fragile became bold and assertive. The word “Índices” was strategically weighted, placed as the base. A subtle yet intentional type refinement lies in the double “I” — evoking the number “11,” a reference to Brazil’s ETF naming convention (on B3, ETFs end in “11”). This detail turns the brand into a code-savvy signal to insiders, without compromising accessibility to retail investors. The type system pairs boldness with clarity. The primary display font mirrors the wordmark — strong, geometric, and custom-kerned to reinforce brand consistency. A bespoke “I” ties the two together, adding a quiet continuity across headlines. To support the data-heavy nature of Teva’s communication — including regulatory disclosures and index performance — we introduced Elza Text, a Brazilian modernist typeface optimized for readability. This dual-type approach balances authority and functionality across every touchpoint.
MOTION BEHAVIOR
Motion behavior was designed to reflect Teva’s core metaphor: building a new market infrastructure. Animations reveal elements block by block, rising from the bottom up — just like a foundation being laid.
COLORS
Perzona’s core colors are white and gray, which reinforce clarity, simplicity, and neutrality. When combined with black, they gain strength, innovation, and modernity. The brand’s signature neon green acts as a bold accent, signaling innovation, energy, and a vibrant Latin character. This color positions Perzona as both locally relevant and globally distinctive, setting it apart in the HR tech landscape.
PATTERS & ICONOGRAPHY
Perzona is a tech-driven company built for people, and this principle comes through in the design of its patterns and iconography. Custom icons with rounded inner corners feel approachable and human while retaining precision and systematic order. The patterns extend this concept by visually expressing organization and flow, reminding us that Perzona is not just about technology but about improving all areas of business so that people can enjoy being human even more.
ILLUSTRATION & PHOTOGRAPHY
Illustration and photography are the brand’s key human connectors. Both are designed to feel relatable and approachable, portraying real people in work and life moments. The photography emphasizes relaxed environments, fewer papers and more digital tools, and confident, positive expressions. Illustrations complement this with a simple and straightforward style that communicates clarity and connection. Together, they build a visual narrative that feels direct, human, and optimistic, reinforcing Perzona’s promise of creating space for people to focus on what matters most.
CREDITS
Credits Verbal Identity: Adolfo Juárez Cacho y Ruiz Design, Motion & Market Analysis: Felipe Souza Perzona: Cesar Minero, Ruben G Agency: Data Driven Ventures Eitan Toker, Tess Michan, Sophie Gogishvili, JP Orduña
MARKET ANALYSIS
VISUAL IDENTITY
LOGO
MOTION
SAY HI →
SAY HI →
ABOUT
Perzona is a SaaS brand from Mexico that crafts meticulous, beautiful, and effective HR, payroll, and credit solutions. Its goal is simple: to remove complexity while blending accuracy with elegance. By eliminating chaos and ensuring everything is done right from the start, Perzona sets new industry standards. Through the integration of HR, payroll, and innovative credit solutions, the company provides SMEs with well-crafted, insightful, and effective tools. The focus is always on creating the best user experience in the Mexican market—an experience that is not only user-friendly but intuitive, seamless, and fully integrated. Looking forward, Perzona aims to expand across LATAM, establishing itself as a benchmark in simplicity and efficiency.
STRATEGY
Working in close collaboration with the Teva team, we immersed ourselves in their culture, tools, and way of thinking. From their internal knowledge to a surprisingly intimate library of books, financial journals, and editorial layouts, we uncovered a world of references rooted in bold grids and information-first design. Guided by deep strategic research and brand analysis, we arrived at a clear and resonant brand purpose: “Building the foundations of financial evolution.” This idea became the strategic compass — anchoring every decision, shaping the visual language, and informing how the brand shows up across every touchpoint.
LOGO & TYPOGRAPHY
A wordmark whice once was thin and fragile became bold and assertive. The word “Índices” was strategically weighted, placed as the base. A subtle yet intentional type refinement lies in the double “I” — evoking the number “11,” a reference to Brazil’s ETF naming convention (on B3, ETFs end in “11”). This detail turns the brand into a code-savvy signal to insiders, without compromising accessibility to retail investors. The type system pairs boldness with clarity. The primary display font mirrors the wordmark — strong, geometric, and custom-kerned to reinforce brand consistency. A bespoke “I” ties the two together, adding a quiet continuity across headlines. To support the data-heavy nature of Teva’s communication — including regulatory disclosures and index performance — we introduced Elza Text, a Brazilian modernist typeface optimized for readability. This dual-type approach balances authority and functionality across every touchpoint.
MOTION BEHAVIOR
Motion behavior was designed to reflect Teva’s core metaphor: building a new market infrastructure. Animations reveal elements block by block, rising from the bottom up — just like a foundation being laid.
COLORS
Perzona’s core colors are white and gray, which reinforce clarity, simplicity, and neutrality. When combined with black, they gain strength, innovation, and modernity. The brand’s signature neon green acts as a bold accent, signaling innovation, energy, and a vibrant Latin character. This color positions Perzona as both locally relevant and globally distinctive, setting it apart in the HR tech landscape.
PATTERS & ICONOGRAPHY
Perzona is a tech-driven company built for people, and this principle comes through in the design of its patterns and iconography. Custom icons with rounded inner corners feel approachable and human while retaining precision and systematic order. The patterns extend this concept by visually expressing organization and flow, reminding us that Perzona is not just about technology but about improving all areas of business so that people can enjoy being human even more.
ILLUSTRATION & PHOTOGRAPHY
Illustration and photography are the brand’s key human connectors. Both are designed to feel relatable and approachable, portraying real people in work and life moments. The photography emphasizes relaxed environments, fewer papers and more digital tools, and confident, positive expressions. Illustrations complement this with a simple and straightforward style that communicates clarity and connection. Together, they build a visual narrative that feels direct, human, and optimistic, reinforcing Perzona’s promise of creating space for people to focus on what matters most.
CREDITS
Credits Verbal Identity: Adolfo Juárez Cacho y Ruiz Design, Motion & Market Analysis: Felipe Souza Perzona: Cesar Minero, Ruben G Agency: Data Driven Ventures Eitan Toker, Tess Michan, Sophie Gogishvili, JP Orduña
DESIGN
DESIGN
by
by
FEL
FEL