Brand
Snap Finance
Role
Creative Director
Team
4 Designers
2 Copywriters
1 Project Manager
1 UX Designer
Multiple Marketing peers and stakeholders
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Overview
In 2022, as Snap Finance approached its tenth anniversary, the company had outgrown its original brand system. Product expansion, national growth, and increasing cross-functional complexity exposed fragmentation across marketing, product, and internal communications.
I was brought in to lead Snap’s brand evolution at a pivotal moment of scale.
Simultaneously, I rebuilt and expanded the in-house creative team by hiring five new team members while overseeing research, stakeholder alignment, system development, and rollout planning. More than a visual refresh, it was a foundational brand transformation designed to support Snap’s next phase of growth.
I was brought in to lead Snap’s brand evolution at a pivotal moment of scale.
Simultaneously, I rebuilt and expanded the in-house creative team by hiring five new team members while overseeing research, stakeholder alignment, system development, and rollout planning. More than a visual refresh, it was a foundational brand transformation designed to support Snap’s next phase of growth.
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.
