When I came on board at Kabbage – a fintech startup that provided credit to small business owners – we needed to overhaul the visuals and tone of voice to position Kabbage as a knowledgeable partner that supported ongoing SMB growth. I led the design team in establishing a new system that was used across all marketing, product and internal assets, including a simplified logo; a streamlined palette, centering around a softer green that represented growth and complemented the brand name; an updated approach to photography; and custom illustrations. We partnered closely with the product team to ensure seamless user experiences, implement a unified design system, and assist with future visioning work to support leadership.