Role: Associate Design Director / Visual Designer

Challenge: Modernize a financial brand while maintaining credibility, trust, and a strong connection to local culture and community.

Approach: Set the visual and experience direction around warmth, clarity, and place. Developed a cohesive design language rooted in local culture, and applied UX principles to ensure financial messaging remained clear and accessible across channels.

Outcome: Strengthened emotional connection and brand cohesion, reinforcing trust through a modern system grounded in cultural relevance.