Brand
Snap Finance
Role
Creative Director
Team
1 Creative Director
4 Designers
2 Copywriters
1 Project Manager
1 UX Designer
Multiple Marketing peers and stakeholders
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Overview
In 2022, Snap Finance celebrated its tenth anniversary, a milestone that highlighted the need for a brand revitalization and a deeper analysis of its product hierarchy. During this pivotal period, I was brought onboard to lead the rebrand. Simultaneously, the in-house creative team required an infusion of new skills. This dual challenge involved onboarding five new team members while also overseeing the research, project management, development, testing, and planning of the Snap Finance brand refresh, ensuring a seamless and effective rollout.
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Initially, we collaborated with an agency for a preliminary exploration, but it was our newly assembled team that took their suggestions to the next level. Our insights team played a crucial role, meticulously testing our proposed logo, color palette, and designs to ensure they resonated with our target audiences before we decided on a new direction. To guarantee a timely launch, we closely cooperated with our multidisciplinary marketing team to fully grasp the project's scope. This included auditing existing materials and prioritizing tasks based on urgency. Moreover, we forged partnerships with various departments across the company—UX, HR, Learning and Development, and our UK office—to ensure a seamless and cohesive rollout.
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The rebranding effort proved to be a resounding success. In the year following its implementation, we have diligently honed and expanded the boundaries of our brand, all while delivering high-quality, timely support for the company's diverse needs. Snap Finance now boasts a distinctive illustration style, a comprehensive visual language guide, an editorial style guide, and robust templates designed to streamline the creation of key assets. I'm proud to report that our creative team has not only grown in tandem with the brand but has also continuously sharpened their skills, ensuring the ongoing evolution of our brand is both seamless and dynamic. Such an achievement couldn't have been achieved without our talented and collaborative team.
