In today’s competitive landscape, design is more than aesthetics – it’s a catalyst for growth, trust, and transformation.
At Orenda Finance, I led a brand evolution that unified our visual identity, accelerated creative production, and directly improved key business metrics.
This case study showcases how strategic, performance-driven design can elevate brand perception, drive measurable results, and empower teams to create with both purpose and precision.
Project
Digital Transformation
Client
Orenda Finance
My Role
Founding & Head of Design
Designing all brand touch points including:
UI/UX App Design, Branding, Social Media, Illustration Systems, Icon Creation, Pitch/Presentation Decks & Motion Graphics.
Objective
Business Goals:
Drive measurable acquisition growth, improve brand perception, and streamline performance marketing through a unified brand identity and content system.
Strategic Challenges:
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Fragmented brand presence across platforms
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Low conversion rates on paid media
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Inefficiency in creative production cycles
Strategy & Vision
Creative Approach:
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Reimagined the brand identity to align with product innovation and audience psychology.
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Developed a modular, AI-assisted brand system for flexible, data-driven storytelling.
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Prioritized high-performing content formats (value-driven video, reels, interactive landing pages).
Brand Vision Implementation:
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Introduced a motion-first visual system rooted in kinetic typography and dynamic transitions.
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Created storytelling frameworks:
Problem → Insight → Solution → Social Proof → CTA.
Before – Inconsistent, out-dated brand identity
After – Unified, modern, flexible brand identity
Brand Identity
Set the brand direction and created the Social Media and Digital Creative Guidelines brand book.
Static Content – I built a Design System in Figma for creating Social Assets with components & variants. Enabling scale with speed and consistency.
Video Content – I created responsive After Effects templates with custom-presets for animated text. I also defined motion-tokens so we could have consistent brand animations, intros & outros.
Sales & Marketing Strategy
Knowing our customer’s pain points, motivations, and decision-making process allows us to craft content that resonates, educates, and persuades – while clearly mapping back to our product’s value.
1st Set of LinkedIn Ad Creatives
Target Audience: Companies Adopting Embeded Banking
Campaign Theme: General awareness
2nd Set of LinkedIn Ad Creatives
Target Audience: CFOs, COOs seeking embedded finance solutions to streamline operations, unlock revenue, and enhance compliance.
Campaign Theme: “Finance, Embedded. Growth, Unlocked.”
Modular Brand System
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Created atomic design principles for scalable ad variations.
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Designed responsive motion systems for web, product, and social—documented in Lottie/After Effects.
Gen AI Integration
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Embedded gen AI tools (ChatGPT, Suno, Kling, Flux, RunwayML, Midjourney) into design cycles.
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Developed AI-assisted headline and visual variant testing pipeline.
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Reduced turnaround time on campaign assets by 50% through automated creative generation.
KPIs and Success Metrics:
Objective: Generate qualified pipeline.
KPI: Demos booked via use-case landing pages
Objective: Improve lead quality.
KPI: % of leads from ABM segments.
Objective: Increase platform awareness.
KPI: LinkedIn engagement (comments & shares).
Objective: Shorten sales cycle.
KPI: Days from demo to pilot launch.
Content Calendar
LinkedIn Campaign Video
Industry-based Landing Pages with Lead Magnets
Landing Page Breakdown
Captivating Electronic Vehicle Charge Point Operators, clearly communicating Orenda’s unique value proposition, and encouraging white paper (lead magnet) downloads and conversions.
Data was captured & stored in our CRM system.
PLATFORM
Website
APP
Product
White-label embedded banking solution
