Industry
Fintech
Company
Vise
What is Vise
Vise is an AI-driven investment management platform for financial advisors.
My role
Senior Brand Designer
Responsibilities
Creative direction
Rebranding of Vise
Creation of all visual assets
Management of contractors
Impact
110% increase in
sales qualified leads
200% increase in
content downloads
Created consistency between
marketing and product teams
Generic brand identity
Vise.com’s generic brand identity failed to stand out, making it hard to build recognition or connection with users.
Failure to build emotional connection
The brand lacked emotional resonance, preventing trust and loyalty among financial advisors.
Low generation of sales-qualified leads
Ineffective branding and messaging led to insufficient sales-qualified leads.
Low engagement with content
Uncompelling content failed to resonate with users, resulting in low interest.
In the fintech industry, blue often symbolizes trust and stability, but I saw how it had become a predictable standard. I embraced blue as a foundation, respecting its role in signaling reliability, but I paired it with a dynamic lighting of vibrant accents and unexpected shades to bring energy and modernity to the brand. I also introduced imagery not typically found in the industry—3D artwork, finance-focused visuals, and conceptual imagery that felt new yet relevant.
Financial advisors are striving to attract the next generation of clients while continuing to satisfy their current ones. To support this, I used typography, colors, and photography that represented a diverse range of ages and people, ensuring both seasoned clients and younger, tech-focused audiences could see themselves reflected in the brand. My goal was to create a brand where current and potential clients could envision themselves as informed, savvy individuals confidently associated with the brand.
I partnered with a content writer to develop educational content that directly addressed the questions and concerns of users that we uncovered through user interviews. Instead of creating dull, one-dimensional PDFs, I focused on editorial-style designs that were engaging and visually dynamic. This approach brought the content to life and resonated with our audience, leading to a 110% increase in sales-qualified leads and a 200% boost in content downloads.
Balancing innovation with industry standards
Working in fintech, I learned how to balance pushing creative boundaries with maintaining the trust and reliability expected in the industry. This meant constant temperature checks through user interviews and analytics to see how far I could continue without losing touch.
Aligning content with design through paired writing and design
Collaborating with content writers early in the design process and iterating together resulted in very cohesive and impactful material.
Scaling a brand with limited resources
As the sole brand designer, I learned to prioritize high-impact projects, and collaborate closely with the product team to ensure brand consistency. This experience highlighted the importance of including product into the rebranding process early on.