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UX Writing and content strategy for the new voice of BBVA Italy

Ventures, products, and services

Finance & Banking

BBVA Italy



Translate and localize the identity, tone of voice, personality, and textual content of a strong global brand for its launch onto the Italian market with an offering that combines the advantages of traditional and digital banking.


Continuous UX Writing, content strategy, and development support that started with a co-design workshop around BBVA Italia's tone of voice and style. We turned the output of the workshop into a brand manual that guided the content strategy throughout the project.


In addition to continuous UX Writing and content support, we created a brand manual and glossary that guided the content strategy throughout the project.

Spanish banking leader BBVA, one of the largest global banking groups, has entered the Italian market with a 100% digital bank and an offering that aims to combine the strength of a traditional bank with an innovative user experience.
BBVA was looking for a partner that would support the localization of the brand in Italy, who had user experience writing skills, but also linguistic and wide-ranging communication skills. Starting from the solid base of BBVA Global’s identity, they asked for our support to define the tone of voice and the communication style that would be applied to all the touchpoints of the new Italian offering.
Through our UX Writing skills — namely writing skills to improve the user experience when using a digital product — we supported BBVA throughout the design and development of the textual content from the mobile app to the desktop version, from the tone of voice of the Customer Service to the different communications revolving around the app ecosystem.

To enter and position itself in the new market, BBVA needed to effectively communicate its model, which combines the advantages of a traditional bank with an innovative offering specifically tailored for the Italian market.


To achieve this goal, in co-design with the core team, we identified the archetype and the tone of voice that would best identify the personality of BBVA Italia: an authoritative guide, close to people in the small things of everyday life.


We translated the results of the workshop in a brand manual of style, tone, and language, focused on the contents of the app ecosystem, social media, and Customer Service.


Backing up the development of all the functionalities of the mobile and desktop apps, we provided 360-degree UX Writing support, localizing and creating all of the project’s microcopy and communication messages.


Working in an agile context, in close contact with different teams — from design to marketing, from development to contact center — and in accordance with the priorities of the scrums, we produced all the text content, and built an ad hoc glossary that would ensure consistency across the entire user experience.


Our impact didn’t just affect the digital touchpoints; it extended throughout the user journey, touching the telephone and messaging-based Customer Service environments as well. We supported BBVA in Customer Service training with a focus on the implementation of the tone of voice and the stylistic approach across customer interaction occasions.

Innovation excerpt

The synergy between maize and BBVA Italia resulted in collaborative efforts to understand and communicate BBVA’s model effectively, create a consistent user experience, and train customer service teams to implement the defined tone of voice.


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