Cohen history is based on a family of tradition, honesty and a capacity to find creative solutions according to the scenario. Founded by Jorge Cohen in 1974, it shortly became one of the most important stock market companies in Buenos Aires. With the incorporation of new partners came a need to change the communication strategy and branding towards a different financial market, more online and less offline. For the branding development we focused on finding Cohen’s DNA and discover the concept that defines it’s new positioning: “Intelligence committed to growth”. It’s symbol then transformed into an abstract ladder made of 3 ascending steps inside a red frame, giving it context and security. The graphic communication was completely redesigned to speak in the same way to both historical and new clients.