PROJECT OVERVIEW
Served as Creative Director for Visual and Product Design at Echelon Wealth Management, redefining the company’s private banking platform by translating static, fragmented content into a dynamic, customer-first digital experience. Balanced aesthetic sophistication with intuitive UX/UI design to elevate brand perception and drive engagement.
CHALLENGE
Transform a heavily data-driven, visually outdated platform into an engaging, intuitive, and customer-centric digital experience that would serve as the benchmark for future product modernization initiatives.
STRATEGY
• Elevated the brand’s visual identity through refined typography, enhanced color palettes, purposeful iconography, and UX-focused visual hierarchy.
• Introduced AI-driven personalization logic to surface relevant account information and content based on user needs, improving engagement potential.
• Redefined information architecture to organize dense financial data into digestible groupings, supporting faster comprehension and better decision-making.
• Bridged visual design and product thinking to reduce cognitive load and optimize navigation efficiency for high-value clients.
• Prioritized accessibility, clean readability, and modern interaction design to deliver a seamless mobile-first and desktop customer experience.
(BEFORE)
Information provided by client.
(AFTER)
New visual redesign.
• Received highly positive feedback from executive leadership, cited as a benchmark for future digital product initiatives.
• Improved accessibility and readability of complex financial data through reorganized architecture and enhanced visual hierarchy.
• Designed AI-driven personalization logic projected to increase user engagement and platform retention.
• Reduced cognitive load, supporting faster navigation and better decision-making for high-value clients.
Excited to have reimagined Echelon’s private banking experience, bridging visual design with intuitive functionality to create a modern, customer-centric digital platform.
