Heneco
A brand with its own system
The relationship between Soluble and Alberto Henere—the heart and soul of Heneco—has been growing for years, built on a foundation of total trust and close collaboration. Late last year, we decided to take a strategic leap to ensure Heneco´s identity truly reflected the sheer strength of its day-to-day operations. Heneco is the only Finance as a System, that integrates directly into your business to solve everything at once: daily operations, accounting, taxes, and financial strategy.
Scanning the potential of a strategic partner
In the first phase of the project, we went deep-sea diving into their identity. We wanted to understand what makes them unique in a market that seems split into two irreconcilable camps: on one side, traditional accounting firms focused purely on paperwork; on the other, modern services that only care about investment rounds.
Heneco´s real value lies in bridging these two worlds. They offer exhaustive financial control while simultaneously supporting leadership in high-level decision-making. After our analysis, the verdict was clear: their value proposition centers on a system that integrates knowledge and context to turn finances into a real engine for growth.
Speaking human
Heneco´s verbal identity is direct and honest—a peer-to-peer conversation that ditches "corporate speak" in favor of authenticity. They aren't trying to be gurus; they’re people who understand market anxieties and offer flexible, effective solutions.
To position them as a true extension of their clients' teams, we chose a first-person plural voice ("we"). The tone is clear, blending technical expertise with everyday naturalness. We’ve captured the voice of someone who masters the financial landscape but chooses to lead with transparency and peace of mind.
Geometry for stability and growth
For the visual identity, we translated the concept of a "system" into every graphic detail. We leaned into the modular logic of spreadsheet cells or the framework of a building: elements that click together to construct something bigger. The entire Heneco universe is organized on a 1.7:1 ratio grid, which provides the sense of order and control that defines the brand.
***fila***
***columna***
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Paired with Heneco Blue and a bold, solid typeface, we’ve created a visual system that is both coherent and robust. It’s designed to scale naturally across any digital channel without losing its soul.
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***columna***
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***row***
The new website is where "Finance as a System" becomes tangible. We designed an interface based on absolute clarity, using a cell-based structure to organize content so that navigation feels as fluid as the service itself. It is operational order designed to drive business.
Tomorrow’s experience
Today, Alberto and his team project a brand that is faithful to both their daily grind and their long-term ambition. Heneco has solidified a narrative that doesn’t just explain what they do—it proves the positive impact of having a single financial system for an entire organization.
It’s about finding fulfillment in what we do best: supporting authentic brands so they endure. Because when the numbers add up and the system works, everyone breathes a little easier.
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