STRATEGY-LED CONTENT THAT BUILDS BRAND EQUITY, NOT JUST FOLLOWERS.
BanBajío
Banking Industry
My Role
Lead Strategist
Project Owner
Client Partner
The Challenge
BanBajío had scale, credibility and legacy, but its voice was outdated and disconnected from digital-native audiences. The issue wasn’t just aesthetics, it was relevance. Messaging didn’t reflect the bank’s ambition or engage the audiences it needed to grow.
My task was to close that gap: build a strategic content system with a human tone, clear editorial structure, and brand behavior aligned with its true market stature.
Content across reels, carousels and campaigns, designed to shift tone and drive relevance.
My Approach
This wasn’t about launching content, it was about fixing the system behind it. I led a full strategic repositioning that included:
Audience Strategy
Diagnosed the brand–audience disconnect through benchmarking and behavioral analysis; aligned content with segmented personas and platform context.Voice & Messaging
Reframed the brand’s tone to speak to real people, not just profiles, and established a clear message hierarchy for consistency across channels.Editorial System
Defined content pillars, tones, and modular formats to enable consistent, scalable storytelling.Team Enablement
Created guidelines to align cross-functional teams, both internal and client-side, enabling speed, cohesion, and stakeholder clarity.Brand Setting
Led a visual identity refresh applied beyond content, influencing the bank’s broader communication system and brand behavior.
Strategic Impact
Growing Community
+95%
Audience growth YoY
Outcome of consistent tone and platform-fit execution.
Engagement Breakthrough
+40PP
Engagement rate increase
Unique Content
+175
Content assets produced
Shifted perception, built community relevance.
Systemized content without sacrificing brand integrity.
FROM INSIGHT TO INFRASTRUCTURE
How I Drove the Solution
Diagnose the Disconnect
Identified the strategic disconnect between BanBajío’s market stature and its digital behavior, outdated tone, fragmented formats, and low relevance with key audiences.
Locate the Opportunity
Analyzed competitor tone, user behavior, and content patterns to define where BanBajío could differentiate and lead.
Redesign the Voice
Shifted from institutional updates to value-led storytelling. Defined pillars, voice, and structure to build a system people actually follow.
Deploy with Scale
Built a modular content system, personas, calendars, and rules to scale execution without losing strategic intent or creative consistency.
Takeaways
Strategic clarity enables growth, even in rigid industries like banking. I identified overlooked opportunities and built systems that scaled.
Voice and identity aren’t aesthetic choices, they shape perception. Repositioning BanBajío improved recognition and modernized its retail presence.
Content doesn’t need to go viral to perform. Reels with strategic depth drove retention and community without compromising brand credibility.
Cross-functional teams aligned through actionable workflows, with direct client engagement and vision translated from brief to launch.
From corporate fragments to a system with tone, structure and community impact.
“Truly impressive results, especially for delivering on the commitment made to the CEO and unlocking the full potential of our Instagram community. Christian’s contribution elevated the brand and drove measurable business impact.”
- Carolina Contreras
Executive Marketing Manager
BanBajío
What’s Next
This project reflects how I work: I solve upstream, align downstream, and deliver systems that scale.
It’s now a reference point for how I approach brand repositioning, clear diagnosis, scalable structure, and platform-native execution.
Looking ahead, I’m applying this mindset to brands that need strategic clarity, creative leadership, and execution that works, across product, content, and culture.