Four of the world’s biggest financial institutions created a consortia to solve one of the industry’s biggest headaches: the sheer administrative burden of managing syndicated loans. The answer was Versana (originally known as Sloan), a back-of-house fintech app that brings simplicity and ease to a formerly manual process.
The EY Design Studio in Portland was engaged to create a brand identity for the app. In partnership with two visual designers, I led a series of stakeholder interviews and conducted a workshop to extract information and impressions that would form the basis of the brand’s visual and verbal identity. The output included the creation of brand pillars as well as visual and verbal attributes, which helped align client and team and informed the direction of logo, palette, type, et al. I also created high-level messaging, a tagline, and light documentation to guide future content creators.
SKILLS: STAKEHOLDER INTERVIEWS, WORKSHOP FACILITATION, BRAND STRATEGY & DEFINITION, MESSAGING
