Financial Services & Fintech — Designing Trusted, High-Performance Digital Ecosystems
Role: Creative Director / Experience Design Director / Digital Product & Brand Strategy — IBM, SapientNitro, Sid Lee, Directive
Scope: Brand strategy, UX/UI, digital product design, CRM & loyalty systems, multi-channel campaigns, design systems
Role: Creative Director / Experience Design Director / Digital Product & Brand Strategy — IBM, SapientNitro, Sid Lee, Directive
Scope: Brand strategy, UX/UI, digital product design, CRM & loyalty systems, multi-channel campaigns, design systems
Context —
Leading financial institutions and fintech innovators—including Royal Bank of Canada, Tangerine Bank, PC Financial, Edward Jones, Prophix, and PEX Card—sought to modernize customer experiences in a landscape shaped by mobile-first behaviors, fintech disruption, and increasing expectations for personalization and trust.
The opportunity: create cohesive ecosystems where brand, product, and performance marketing work as one, delivering intuitive, compliant, and emotionally resonant financial experiences.
Challenge —
Integrate brand storytelling seamlessly into digital banking, investing, and fintech products.
Maintain strict compliance, accessibility, and security standards while elevating UX and design quality.
Compete with both legacy institutions and fast-moving fintech challengers.
Drive acquisition and engagement across diverse audiences—from students to mass affluent investors.
Build scalable systems that unify campaigns, platforms, and customer communications.
Approach —
Developed end-to-end design systems aligning brand identity with product UX across apps, platforms, and campaigns.
Embedded human-centered design principles into complex financial journeys—onboarding, transactions, investing, and support.
Led mobile-first and omnichannel experience design, reflecting the rapid shift toward digital banking and self-service.
Created integrated campaign ecosystems that connect awareness directly to product adoption and long-term engagement.
Leveraged data-driven insights and iterative testing to continuously optimize performance across channels.
Partnered across product, marketing, and operations teams to ensure consistency, scalability, and measurable impact.
Creative Highlights —
Brand + Product Convergence: Unified visual language and interaction models across marketing, apps, and platforms.
Trust-Centered Design: Clean, accessible, and transparent interfaces designed to build confidence in financial decision-making.
Personalization at Scale: CRM and loyalty systems delivering relevant, contextual messaging and offers.
Campaign Ecosystems: Seamless transition from storytelling and awareness into onboarding and product usage.
Outcome —
Tangerine Bank
• +21% increase in new clients following campaign and experience launch.
• Ranked #1 in J.D. Power customer satisfaction for 5–6 consecutive years.
• Achieved top scores across web, mobile, and assisted digital channels.
• Grew to ~2M clients and ~$38B in assets, with ~99% of transactions digital.
Royal Bank of Canada
• Campaigns delivered 200% above sales targets, doubling prior-year results.
• Significantly increased student acquisition, engagement, and brand favorability.
• Recognized with Cannes Lions, Caples, CMA, and New York Festivals awards.
PC Financial
• 6M+ customers onboarded to the PC Optimum program within weeks of launch.
• +32M+ earn/redemption transactions in the first three weeks.
• Generated 1.5M+ daily digital interactions across app and web.
• Achieved 80%+ customer satisfaction and ranked #1 in J.D. Power Credit Card Satisfaction (Canada).
• Delivered over $1B in customer value through rewards.
Edward Jones — “We Do Money Differently”
• Canadian market brand expression through a multi-channel campaign spanning TV, OOH, and digital.
• Used a distinctive collage-based storytelling approach, reframing wealth as deeply personal and life-driven.
• Targeted underserved investors by emphasizing human, intellectual, and social wealth—not just financial returns.
• Expanded reach to 184,000+ Canadian households ($57B in assets) and supported advisor growth.
• Reinforced brand differentiation during 30th anniversary in Canada, positioning Edward Jones as a more personal alternative to traditional wealth management.
Contributed strong business performance:
• +15% net revenue growth (Q1 2024)
• +23% profit growth (Q3 2024)
• $2.03T in assets under care (+18%)
Fintech Platforms — PEX Card & Prophix
• Achieved 4.5–5★ user ratings, reflecting strong usability and trust.
• Supported 3,000+ global customers (Prophix) with #1 recommendation ranking.
• Enabled up to 25% efficiency gains in financial workflows through improved UX and automation.
• Maintained strong growth, funding, and market recognition.
Recognition —
• Award-winning work recognized by Cannes Lions, CMA, IAB MIXX, Caples, and New York Festivals.
• Industry-leading customer satisfaction rankings (J.D. Power) across banking and credit products.
• Ongoing recognition for design excellence, innovation, and measurable business impact across financial services and fintech.
Tangerine - Banking App, Experience Design
ATB Financial - Web, App and in-branch concepts
