Stori

Intent

To empower millions across Latin America to break barriers to credit and build financial independence, with a brand that inspires confidence and upward momentum.

51% of Mexico’s population is considered unbanked.

The challenge

Since its launch in 2018, Stori has provided open access to credit for Mexico’s vast underbanked population. After a $150 million funding round — and achieving unicorn status — the Stori team enlisted Elmwood for a major brand transformation. We set out to position Stori as a leading changemaker, one that’s empowering millions across Latin America to build financial stability and confidence.

The idea

Stori’s mission was to unlock opportunities for millions of consumers in Mexico without credit history. Our new positioning frames Stori as a more equitable platform to enable personal financial empowerment, breaking down barriers to credit in a cash-based economy. A new brand symbol, formed by the letter “S” in the logo, tells the story of progress and possibility that comes with open access to credit.

The symbol is constructed from interconnected squares, forming a set of ascending stairs representing the upward journey to financial freedom. Vibrant photography captures the energy and vitality of the urban Mexican street, while an integrated visual and verbal toolkit amplifies Stori’s pursuit to encourage every person to unleash their grit and ingenuity in paving their path to progress.

Stori has helped more than three million Mexicans access loans and savings.

The impact

Backed by its bold new identity, Stori continues to advance its mission. In August 2024, the company raised an additional $204 million to expand its suite of inclusive financial offerings, placing it well on its way to becoming one of LATAM’s most trusted and empowering financial brands.