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came up with 3 different concepts that illustrate a credit card journey; a journey that elevates the customer’s experience and leads them to achieve the best program benefit. I conveyed the speed of reward point growth. I wanted the Reward symbol to be easy to catch. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1628267419445-E4BZ7OBO97CVWSLFQHKJ/WFR_Symbol_Product_Ideas.png Works - Make it stand out I picked one product page from the onboarding phase and implemented these symbol ideas to see how each language can be played. I walked the clients through how each concept will carry the brand language in a unique way. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625612741772-GJDPYM0LQSIVYKXOQJ1B/Motion+Idea_Final.gif Works - Make it stand out The client picked the 2nd concept “Swipe”; they liked the idea of progressive, directional movement, and positivity. They also loved the motion represents the credit card swiping moment. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625613004214-CHEWFGVDQ5XRGJKJ07OT/Screen+Shot+2021-07-06+at+7.09.50+PM.png Works - Make it stand out This concept development map: how my idea started from a simple shape, how I picked the colors from the master brand palette and applied them to multiple platforms. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625613450678-F4PBTIEUIS4WKQ1IOZB2/WFR+Wordmark+Copy.jpg Works - Make it stand out I also designed the new wordmark. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1628540646211-UAYFE0Z3NU9E13OKLNO9/WFR_Products.jpg Works - Make it stand out After approval, I dived deep into the program products and redesigned them with the new design system. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625615016627-D47P6AMK5GLOCRF81H5A/WFR+Photography+Directions.png Works - Make it stand out Through design exercises, the main goal was to carry the Swipe symbol as a solid Reward brand representation. I designed it to be a bridge between the customer and the brand. Photography was the best platform to express the brand messaging. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625614969357-RP8NWOUWMTNYEGVXTSFL/WFR+Styleguide.png Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625685610943-GPNBV0NZR6O1NWT9J0JS/BNY_Overview.jpg Works Visit bnymellon.com https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1628262250168-ZHQXZWK10M2FN9ZER8EP/BNYN+%5BDesktop%5D+old+VS+new.jpg Works - Make it stand out The previous website showcased a new brand identity, but was missing the brand's message due to cluttered content layouts. This led to high drop-off rates during the user's journey on the pages. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625689189872-XYOG0FWMP5FCMT2868B5/Screen+Shot+2021-07-07+at+3.53.41+PM.png Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625688919915-RJVBDUYKA9EJX67MKFX7/Screen+Shot+2021-07-07+at+4.14.55+PM.png Works - Make it stand out The new master brand had a minimalistic approach, consisting of simple typesetting, a basic color palette, graphic element exercises, and a few photo directions. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625689837235-FT9I07PDNGCKE6TWIGCC/Screen+Shot+2021-07-07+at+4.30.02+PM+%281%29.png Works - Make it stand out I researched competitor sites to learn how they utilized branding elements, structured information, and created overall site experiences. I categorized my findings based on best practices for navigation, visual structure, photography, and component types. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625692867920-VW8BKE4O86L4BBFBMCL0/Screen+Shot+2021-07-07+at+5.20.49+PM.png Works - Make it stand out My goal was to create a lasting and impactful impression of BNY Mellon within seconds of visiting the webpage. To accomplish this, I prioritized content and incorporated solid visual support to enhance the page experience. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625775436178-E904DICJKJ2I0GI3Z39K/BNYM_Components.jpg Works - Make it stand out Setting up a solid foundation was essential. Worked with ACD, I created a clear type hierarchy, UI element rules, shape exercises, and color & type combinations that meet ADA compliance. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1626127886961-IX2DSKOI2KV9B4PUK1JU/BNYM_UX.jpg Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1626450764257-3EUV4DQFDAUASI7R7S1Y/BNYM_Mobile.jpg Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625694882272-C3CY5L88G8783Q4V71CD/BNYM_Desktop.jpg Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625777664865-3AEU3H43B7E52QUNPZVW/BNYM_Component_Library.jpg Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625852833420-0Q43PHN7CD9HXLS2EM7A/BNYM_Photo+library.jpg Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625786040829-14W7JUYI4WP6WW11BX9Y/BNYM_Photo+library+2.jpg Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625786765212-5D7XVP6NUMI7TS7Z9AYP/BNYM_Sytleguide.jpg Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/1625786789841-N9F4DPUWN21RH2UQ3JEI/BNYM_Sytleguide+2.jpg Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/94816ae5-23ee-4142-9a9f-2fa516647e20/AOL+slide+1.png Works - Make it stand out AOL Design System 2025 — A complete redesign and system rebuild of AOL’s web experience. AOL had design artifacts, but no shared system language — resulting in slow delivery, inconsistent QA, and repeated rework between design and engineering. I rebuilt the system to unify design, PM, and engineering under one scalable framework, cutting delivery time by over 50%. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/2b9ad7bf-bfaa-4ac9-b49d-b4e5f2841935/AOL+slide+4.png Works - Make it stand out My goal was to transform non-systemized design work into a unified, scalable design system that accelerated collaboration across design, PM, and engineering. In parallel, I led visual unification and contributed to data-informed layout redesigns that improved overall product consistency and performance. I made the call to reduce visual flexibility in favor of enforceable tokens — a decision that initially met resistance from designers but ultimately enabled reliable handoff and scale. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/8c7acfe4-b52c-4ea4-b67f-e0fe76539b48/foundation.png Works - Make it stand out Foundation Setup https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/df17d298-f524-47f9-8671-10333dde5274/Frame+427319839.png Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/56e728cc-d087-4b90-a373-8bc61cbc5103/AOL+slide+10.png Works - Make it stand out From tokens to interfaces Built semantic color and interaction tokens powering 100+ reusable components. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/5ba763ab-49d6-4288-b553-fc66d6d6d832/Ingestion.png Works - Make it stand out Ingestion-ready design handoff guideline Developed guidelines for designers to create ingestion-ready design handoff files. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/50ba208e-b1eb-42bd-9aa5-2f140c1a1605/AOL+slide+5.png Works - Make it stand out Design-to-code inspection + token checks Reduced QA review cycles by 70% through automated token-based validation. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/b51cc96f-9daf-4835-bf13-752f48a5cada/AOL+slide+11.png Works - Make it stand out System adoption & ops Defined DS Ops rhythm and governance model, ensuring long-term scalability and adoption. https://images.squarespace-cdn.com/content/v1/54ac400ee4b03ccd2a198d3a/595e8557-6ed5-473b-937c-8ed715e19b8e/AOL+slide+12.png Works - Make it stand out Whatever it is, the way you tell your story online can make all the difference.