Series-D fintech startup CommonBond found themselves with a brand that they had outgrown. 7 years of agile growth left them with inconsistent design and messaging across their website, product and marketing materials. To support strategic expansion they needed to develop a more mature & consistent brand.

With no budget for external agencies, I utilized existing data, internal interviews and competitive landscape analysis to create a brand framework before beginning the evolution of the visual identity. My approach focused on driving both design excellence  and measurable business results. Working with only the internal team I delivered updated brand positioning, visual identity, and website designs in under 12 months. Once the rebrand was launched, it unlocked the creative capabilities of the team. CommonBond had three core products across consumer & B2B. My role was to work with each business leader and the product org to drive conversion and brand awareness through digital channels, OOH, direct mail, events, influencer marketing and UX. In 2022, I was promoted to Chief Creative Officer and I oversaw CommonBond's transition into Solar–sourcing an agency to reposition the brand and deliver a redesigned website.