Visual System Redesign

Creating a dynamic visual system for Dave, a Fintech company

Dave chose me to craft and champion the direction of their visual storytelling—my charge: elevate Dave’s visual identity as a means of creative problem-solving.

As the Director of Design Platforms reporting directly to the VP of Design, I focused on the craft and delivery of the product design team as we built a visual system to support a new brand direction and to shape the core of the Dave experience. This was an exciting challenge and opportunity to scale a promising brand not just across an organization, but also within a new sector of design, Fintech.

A true collaboration with leadership on goals, prioritization, and operating models, I worked to desegregate and audit Dave’s product design, research, and design operations teams to ensure that all were delivering at optimal caliber and fidelity.

My efforts evolved the visual design language, culminating into a bright and welcoming brand spanning all end-to-end customer touchpoints including, but not exclusive to, Dave’s app experience.

Art Director
Brand Strategy
Content Strategy
Design Director
Feature Roadmapping
Product Manager
Creative Producer
ROLE / Contributions
Accessibility Development
Art Direction
Audience Research
Brand Architecture
Brand Positioning
Brand Identity
Branded Collateral
Brand Standards
Content Management
Design Principles
Employee Engagement
Media Strategy
Sector Audit Research
UI/UX Design
Visual Systems
Iconography Design
Dave Inc.
Apps & User Interface
Financial Services
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