BBVA set out to reimagine what a truly customer-centric bank could look and feel like across Spain—starting with a full-scale pilot in Madrid. While working at EPAM Continuum, I partnered with the strategy and innovation teams to explore how people actually manage their money day-to-day and during life’s big moments. From those insights, we helped shape a forward-looking banking experience and adapt the brand to support it: one that blends human connection with intuitive digital tools, proving that the future of banking can be both modern and deeply personal.