One Brand from Many
Rebranding a Multi-Market Fintech

Project Owner. Consolidating many market brands into one, and building the system to hold it together.

Context.

A fintech operating under several brands across multiple markets took the strategic decision to consolidate into one strong global brand. The new logo and core colours already existed when I joined the effort; the work was everything that turns a logo into a living brand.

My role.

Project Owner for the rollout — responsible for design, execution and communication, including taking design decisions (and their consequences) to the board.

Approach.

Over four months, with a small team — a UX designer, a graphic designer and two PMs — we introduced a new brand book and tone of voice. I led brand communication and authored the brand archetype, "Caring Creator." We delivered a full rebrand on the first market, Latvia: website, newsletter templates, social profiles and outdoor campaigns. Working with IT, I led the creation of the brand's design system — designs, code and documentation for WordPress and Bootstrap components — so consistency was something engineers could actually ship.

Key decisions.

The design system was treated as the consistency engine for the many-to-one transition: code-friendly from the start, so it lived in production rather than in a slide deck.

Outcome.

The new brand launched in the Latvian market with stronger recognition, and the design system became the foundation for rolling the single brand out consistently across further markets.