At its core, this project was driven by a comprehensive research effort that culminated in a 120-page report. This in-depth analysis, drawn from phone and online surveys, meticulously focused on user experience and brand recognition. The insights gleaned from this extensive research laid the foundation for the strategic approach.

Our journey continued with a user-centric re-brand that reflected the commitment to sustainable growth. The development of robust design systems ensured a consistent and powerful brand identity. These systems served as the bedrock for comprehensive sets of both physical and digital brand guidelines, setting clear directives for brand expression across all touchpoints.

With the guidelines created I embarked on the creation of a new website with a redesigned internal loan application process, as well as a native app for mobile. I approached this task methodically, wireframing to define the user journey. Building upon these, I prototyped and iterated to gather user feedback effectively. The result was a seamless and intuitive online experience that not only reinforced brand trust but also empowered users in their financial decision-making.