Relay

My journey with Relay began with intensive research, delving deep into the brand's values, target audience, and the competitive landscape. My close collaboration with Relay's marketing team played a pivotal role in shaping project objectives, defining messaging, and establishing the visual direction. As Relay’s sole designer on the marketing team, I led creative direction, established creative processes, and developed Relay’s marketing design system to ensure consistency, scalability, and alignment with business objectives. This provided a unified brand experience across all platforms and channels, enabling rapid iteration for multiple marketing experiments—landing page optimizations, A/B testing, and messaging. Throughout my journey with Relay, I championed an iterative design process, fostering continuous feedback, refinement, and collaboration with various Relay functions, ultimately ensuring that the final deliverables aligned seamlessly with business objectives.

There were several notable challenges. First, it was vital to strike a balance in the brand identity, reflecting both innovation and approachability for a diverse audience, from SMBs new to fintech to accounting professionals. Effective communication and alignment among stakeholders were necessary for seamless execution, managed through thorough project management. Lastly, integrating the new visual identity across diverse digital and physical touchpoints demanded precise adaptation while maintaining brand consistency.

The collaboration with Relay yielded impactful outcomes that aligned perfectly with the project's objectives. Relay's rebranded identity and strategy positioned them as a modern fintech innovator, resonating with both SMBs and accounting professionals, resulting in increased engagement and positive feedback. The website redesign significantly improved user experience, boosting conversions and retention. The seamless integration of the new identity across various touchpoints reinforced a consistent and trustworthy brand image.