At Unit, a B2B embedded finance startup, I led and creative-directed a strategic brand refresh to support our move upmarket into the Enterprise. As the company grew, our existing visual identity, messaging, and product visuals no longer reflected the sophistication, trust, and credibility expected by larger prospects and enterprise decision makers.

To elevate the brand, I led a cross-functional refresh across all major touchpoints—updating the messaging and positioning, visual identity, website, product UI visuals, sales materials, developer documentation, marketing/event assets, and social channels.

My focus was ensuring that every part of the brand communicated clarity, maturity, and technical depth, while resonating with both business and developer audiences.