Tremendous
I joined the team at this B2B, fintech startup to lead and execute a redesign of their visual identity. Our goal was to bring more unique character, memorability, and approachability to the brand.
In collaboration with the CEO and multiple cross-functional teams, we explored numerous design styles to hone in on this one.
We established a brand book to provide guidelines around our brand attributes, logo usage, typography, color scheme and more.
We built a library of icons and illustration, including clear guidelines on how and where to use them.
We then executed this new style across all user touchpoints, from marketing materials to the platform.
A top-to-bottom overhaul of the marketing website was our first and largest implementation of the new visual identity.
Our priorities were to fill content holes and inject brand personality to capture and hold users' attention throughout.
We built all new imagery throughought and worked with contract animators to bring some video and motion to the experience.
With the lean team of a startup, another priority was to build a design system to help the website scale. We strived to make sure that building new pages and future A/B testing could be done efficiently.
After establishing this new foundation, we could shift our attention to creating the neccessary new pages, improve our SEO practices and start A/B testing to improve conversion performance.
