The journey began by picking up where the existing brand, still in development, left off. The mission was to cultivate a holistic brand identity that embodied transparency at its core and was assessable, responsive, and scalable.

Central to this project was the creation of a new website that not only showcased the brand’s values but also introduced a redesigned internal loan application process. My approach involved the development of a user-centric journey, ensuring a seamless experience from start to finish. This strategy not only reinforced brand trust but also empowered customers to navigate the lending process with ease.

A pivotal milestone in our journey was the creation of a versatile design system. This system served as the cornerstone of the brand’s visual identity, laying the groundwork for future materials. To facilitate internal alignment, I created an online hub that housed comprehensive sets of physical and digital guidelines, alongside visual components for staff reference.