Novo
Working closely with the Head of Marketing and Product Design, I leveraged my expertise in financial services and brand strategy to spearhead a comprehensive rebrand for a small business banking startup. I led art direction and brand design, crafting a visual identity that resonated with entrepreneurs and small business owners by emphasizing relatability, energy, and trust. In addition to refining the typography, photography, and overarching design system, I designed and implemented key landing pages, credit and debit card designs, and marketing collateral, ensuring a cohesive brand presence while enhancing customer engagement and the overall user experience.
Project:Web and marketing
I led the design strategy for credit card initiatives at Novo, a small business banking startup, ensuring our designs aligned with both business goals and our brand strategy. The focus was on highlighting the small business owner and their brand, while subtly downplaying our own, creating a more personalized and supportive feel for customers. I conducted extensive competitive analysis to identify trends and opportunities, then worked with cross-functional teams and vendors to create card designs that resonated with our target audience.
Redesign product landing pages
While I was at Novo, I focused on growth initiatives, shaping key acquisition touchpoints and creating landing pages that brought the rebrand and new product features to life. Working closely with cross-functional teams, I crafted visually engaging assets, collaborating with photographers and marketers to ensure our marketing website felt aligned with our new brand strategy.
I leaned on data to guide decisions, running experiments to improve user flows and boost engagement using tools like Sprig. Using the brand’s design system, I worked holistically with an evolving brand while finding ways to push creative boundaries. Along the way, I mentored junior designers and streamlined workflows, delivering work that stood out and connected with new users and current customers.