Drove a 3x increase in Borrowell’s acquisition by building a strong brand identity and designing cohesive user journeys cross-channel.
As Borrowell’s first Visual Designer, I led the creation of a cohesive brand identity, helping Canadians achieve financial wellness through free credit scores, reports and personalized products. I designed an approachable identity with custom illustrations and imagery, plus developed a scalable design system and templates to ensure consistency, strengthen trust, and drive growth.
Brand audit
Joined as founding graphic designer → Identified inconsistencies and aligned design with Borrowell's mission to empower Canadians' financial wellness.
Competitive landscape & design decisions
Crafting a brand that balances empowerment with calm stability
As the sole graphic designer, the increasing workload and need to scale design output presented significant challenges. To overcome this, I implemented the following strategies:
Scaled design output by 21% as a solo graphic designer through templates
Evolving the brand:
Building a brand identity that grows with the expanding product offerings
Working in a startup requires balancing quick deliverables for testing with establishing guidelines for brand consistency and efficiency.
Style guides set the foundation for branding but evolve with team and company needs.
Templates are a game-changer for scaling design output quickly and efficiently.