Wave Rebrand
Wave was struggling to move beyond 1% unaided awareness. Existing users were siloed in single products, failing to leverage the full suite of financial tools.
I led the project management + creative production for a comprehensive brand and web repositioning, shifting from a "fintech software" aesthetic to a human-centric, approachable brand designed for entrepreneurs and freelancers.
KEY RESULTS
144%
Site traffic YoY
24%
Branded search lift
PROJECT SCOPE
Positioning, Art Direction, Brand Identity, Web Design
DURATION
September 2021 - May 2022
The Rebrand
Wave’s original brand was reliant on the standard "fintech blue" and sterile, stock-heavy visuals. I led a total visual repositioning to better differentiate ourselves for our core audience: freelancers and entrepreneurs who value accessibility when dealing with finances.
Strategic Pivot: We moved away from the "corporate software" aesthetic, introducing custom illustration and a conversational, empathetic tone to demystify accounting.
The Goal: To shift the brand perception from "a tool you have to use" to "a partner that supports your success," regardless of the user's financial background.
The website
To ensure consistency and efficiency across our digital presence, I architected a modular design system of over 150 reusable components.
Systematized Consistency: Together with the creative director, we created a reusable base-page framework across 42 templates, enabling high-velocity production for our marketing team.
Technical Ownership: Midway through the project, we lost our project manager. I facilitated the migration to CraftCMS and Webflow, acting as the primary project lead to bridge the gap between in-house creative vision and agency execution.
Efficiency: This system reduced our design debt and accelerated our page-build cadence across five major release batches.
Quality Assurance I organized a department-wide QA framework to ensure cross-browser and cross-device performance. Post-launch, we shifted focus from static design to iterative optimization
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