The company was launching a PayPal-like payment tool for brands, agencies, and influencers. Despite having a solid product idea, the inconsistent brand identity made every ad and social post look like a scam, actively damaging trust with potential clients in an industry where credibility is everything.

I identified this issue within my first two months as Junior UX/UI Designer and convinced the partners to explore rebranding options, despite initial resistance.

Initial approach: Led a team of 2 design interns to develop 3 rebranding concepts after researching fintech competitors.

Pivot: First proposals were rejected as "too bold," but the presentation convinced partners the current identity was hurting business. Given one week to create a new proposal maintaining some existing elements while solving credibility issues.

Result: Final proposal was approved and praised by the initially skeptical partners.

Timeline: ~2 months from pitch to approval, plus several months for implementation.

Complete visual overhaul:

• Logo: Scalable, flat-color design with horizontal, vertical, square, and circular versions.
• Color palette: Web-safe colors with defined usage percentages, reduced scattered usage to structured system.
• Typography: Standardized from 6-7 inconsistent fonts to 2 typefaces.
• Asset library: Icon and image libraries for consistent marketing.

Impact:

• Approved by initially resistant partners who later congratulated the team.
• Positive external feedback from clients and industry.
• Notable improvement in social media and website reputation.
• Established visual credibility appropriate for fintech.

Strategic advocacy: Built the business case for rebranding and convinced skeptical stakeholders through narrative-driven presentations.

Team leadership: Directed two design interns throughout the process.

End-to-end execution: Led research, concept development, iteration, and final design Implementation: Created brand guidelines and asset library for company-wide rollout.

Implementation: Created brand guidelines and asset library for company-wide rollout.

About stakeholder management:

• Compelling storytelling gets buy-in where good ideas alone don't.
• Aim higher than expected acceptance—feedback brings you down.

About the process:

• I over-polished early sketches fearing dismissal. I'd now trust the iterative process more.

About myself:

• I identify problems others overlook and advocate for change despite resistance.
• Rejection stings but I consistently bounce back with stronger ideas.
• I'm capable of leadership and persuasive communication when prepared.

Zexel Pay started from scratch. Initially designed for one user type (companies manually entering payments), stakeholders wanted to cram all functionality into a single interface for everyone. I identified this would create overwhelming noise.

Each user had different jobs-to-be-done: Companies: Process bulk payments, consolidate thousands of invoices Influencers: Get paid quickly with minimal effort Admins: Oversee entire payment flow

My decision: Separate experiences based on primary jobs: sending money vs. receiving it, rather than one bloated interface.

Filtered insights from unclear stakeholder meetings across product, dev, and marketing teams. Proposed distinct profiles instead of universal interface.

Created extensive information architecture maps and user flows. Developed prototypes while learning Figma, facing resistance from stakeholders unfamiliar with design process. Conducted usability tests, identified issues, and iterated.

Timeline: First designs in three months, stable version in nine months.

Company: LCSV upload, batch management, single consolidated invoice, payment monitoring.

Influencer: Simple payment requests, invoice upload, minimal streamlined interface.

Admin: Combined capabilities with full permissions and oversight.

Each user saw only relevant features, reducing cognitive load.

• Identified multi-user problem and proposed solution.
• Translated between teams and converted input into requirements.
• Created all information architecture, flows, and designs.

• Designed reusable component system for junior developers.
• Made prioritization decisions to unblock work.

Multi-user design:

• Task-aligned interfaces beat feature buffets.
• Design reusable components with user-specific variations.

Product design:

• Balance business goals, technical constraints, and user needs.
• Translation between teams matters as much as visual work.

What I'd do differently:

• Trust judgment earlier, learn metrics tools sooner, polish less in early stages.

About myself:

• I blend creative and analytical thinking, see details and big picture, stay resilient, and advocate effectively.