Premium banking, redrawn.

We were brought in after a public misfire. The previous redesign had launched, missed activation targets, and the team needed a reset that would survive the next product cycle.

Our remit covered the full marketing surface, the post-signup onboarding flow, and a brand system flexible enough to carry forward into native apps.

The new typographic system carries weight without volume. We worked at brand level first — wordmark, voice, editorial grid — then let every product surface inherit the discipline. Motion was designed to feel like a premium object rather than a web page.

The web build ran on Next.js with edge-rendered marketing routes and a strictly typed onboarding flow. Each interaction was prototyped in Motion, handed to eng without translation, and shipped behind a progressive rollout so the activation metric was isolated from launch-week noise.

Forty-seven percent activation lift in the first month after launch, sign-up time cut by more than a third, and a brand system the product team now extends without our help.