Eight years. One brand. A market that kept moving.
2018 | The big rebrand
2022 | Quiet refresh — new illustration system, new voice
2023 | Agency-led identity refresh
2024 | Public site — proven to perform
This is what it looks like to steward a brand through everything.
THE STARTING POINT
A major rebrand
In 2018, Wave went through its first major rebrand. New logo, new visual language, new positioning. I was there — in a different role — when the foundation was laid.
What we had: energy, ambition, and a brand that was still figuring out who it was talking to.
The first system: new logo, colour, illustration, and photography.
THE FIRST EVOLUTION
Finding it's voice
By 2022, I was Brand Creative Lead. No agency. No big announcement. Just a clear-eyed look at a brand that needed a clearer personality—and a decision to pull it back into focus.
I co-led the refresh. We developed a new custom illustration system. Tightened the colour palette. Found a voice that was specific, human, and grounded in plain language.
The brand stopped trying to inspire entrepreneurs in the abstract and started talking to the actual person running their business from a laptop at 11pm.
Bringing the brand to life through illustration, typography, digital experiences, and content that speaks to real small business owners.
THE 2023 REFRESH
One identity.
A thousand touchpoints
One Method and Academy spent months with our leadership team redefining the brand heart, positioning, and visual identity. Refined logo. Bolder colour palette. Photography direction added for the first time. A cleaner, more confident typographic system.
My job: lead the rollout. Make it real across every marketing asset and channel, while partnering with Product and CX to carry the new identity into their experiences and design systems.
Not just applying a new coat of paint—translating a strategic shift into every touchpoint the brand owned.
Moodboard created by One Method: Exploring a bolder creative territory rooted in the realities of small business ownership.
From creative vision to execution. I led the charge to bring the new visual identity to life across every brand touchpoint.
THE RESULT
Built to evolve.
Proven to perform.
A brand that compounded over six years. Not a single moment—a sustained evolution.
By 2024, that evolution had shaped a more cohesive, confident identity across marketing channels and customer touchpoints.
And when we brought it to the public website and put it through rigorous testing, conversion rates didn't just hold.
They lifted.
One identity across every channel
Monthly customer newsletter: Bringing brand personality into practical, everyday financial guidance
A flexible identity: Making financial management feel less intimidating—and more human