In a digital environment like e-commerce, where interactions can often feel impersonal, standing out isn’t just about offering the best product, but about how the entire experience is lived. PcComponentes had already built a strong relationship with its customers through quality products and exceptional service. However, its visual identity didn’t fully reflect the warmth and trust it aimed to convey. That was the turning point: how to translate into its image everything its service already made people feel. It wasn’t about reinventing the brand or repositioning it as a leader, it already was, but about making the invisible visible: the human touch, the ongoing support, and the five-star shopping experience customers appreciated. To achieve this, a new visual system was needed—one that could balance innovation with warmth. A clear, flexible, and recognizable graphic system that would project an image more aligned with the brand’s true essence.