I spearheaded the brand renewal of our personal finance app across web, marketing, and communication channels as the product expanded into transfers, insurance, and savings services. The brand had become fragmented over time, and with our design lead on extended medical leave, I became the sole designer with institutional brand knowledge—simultaneously executing the renewal whilst guiding other designers through the transformation.

I redesigned the entire website domain, established a unified illustration system aligned with the refreshed app, and created comprehensive marketing assets including EDM templates, App Store screenshots, and motion graphics. Working under tight timelines and coordinating across teams, I delivered visual direction and design systems that brought consistency to all digital touchpoints.

The renewal achieved a cohesive brand identity, clearer product storytelling, and measurably better marketing performance alongside positive internal feedback. By creating scalable systems rather than one-off designs, I ensured the brand could evolve with our expanding offerings.