Full Rebrand | Creative Direction | Design System
SmartCredit is a FinTech SaaS platform spanning consumer credit tools, education, and digital services. As the company scaled, it required a more mature, cohesive brand system to support trust, clarity, and growth across channels. This phase of the project focused on a comprehensive rebrand—delivering a brand book and scalable design system that clarified SmartCredit’s positioning, audience strategy, and visual language while establishing a strong foundation for future product and marketing work.
General info
About the project
Creative Director & Lead Designer
I led creative direction across brand and marketing, managing a cross-functional team of designers, animators, writers, UX strategists, and marketers. My role combined high-level strategy with hands-on execution, ensuring alignment across disciplines and a unified brand vision.
Scope of Work
- Brand strategy & visual identity refresh
- Comprehensive brand book
- Audience demographics & persona development (research-informed)
- Voice, tone, and grammar guidelines
- Logo refinement & visual direction
- Lifestyle photography & content guidelines
- Social media strategy (paid + organic)
- Modular design system foundations
- Cross-functional team leadership
Project execution
The Challenge
SmartCredit’s existing brand no longer reflected the sophistication of the product or the level of trust required in the FinTech space. Internally, the lack of a unified brand system led to fragmented decision-making and inconsistent execution across teams.
The challenge was to create a brand framework that felt credible, modern, and human—while remaining flexible enough to support both B2B2C and direct-to-consumer experiences.
Strategy & Approach
We treated the rebrand as a systems-level initiative, not just a visual refresh.
- Persona-Led Brand Strategy
User personas and audience insights informed tone, accessibility, and messaging—balancing authority with approachability. - Brand Book as a Single Source of Truth
The brand book defined visual identity, voice, social strategy, and usage guidelines while contextualizing SmartCredit’s core product features and multi-channel ecosystem. - Scalable Creative Direction
I guided designers, animators, and writers to ensure the brand translated consistently across marketing, motion, and future product touchpoints.
The Outcome
The result was a cohesive brand system and brand book that positioned SmartCredit as a credible, modern FinTech platform ready to scale. While not every component shipped, the work established a clear creative vision, shared language, and operational foundation that informed future product and marketing efforts.
This project demonstrates senior-level creative leadership, brand systems thinking, and the ability to align cross-functional teams around a unified strategy.
