Bank of America
Bank of America
Defined and scaled a new digital brand identity for one of the world's largest financial institutions, creating a flexible design system that unified experiences across an entire ecosystem of products.
Agency
Digitas
Client
Bank of America
Scope
Brand Refresh + System Design
Challenge:
Small businesses are among Bank of America's most important customers, yet many felt underserved by existing digital banking experiences. As competitors introduced more tailored tools, guidance, and industry-specific solutions, the bank needed to re-establish its value proposition and create a more relevant experience for business owners navigating increasingly complex financial needs.
We responded by repositioning the bank's suite of products and services around the unique goals of small business customers, creating more personalized pathways to relevant tools, resources, and account offerings. Through a modernized digital experience and refreshed visual language, we strengthened trust, improved engagement, and reinforced Bank of America's commitment to helping small businesses succeed.
The first application:
A brand system only succeeds when it works in practice. As one of the first teams applying Bank of America's refreshed identity, we partnered with Lippincott to define how the brand would live across digital experiences. From foundational components to interaction patterns, we established the standards that helped transform a new identity from unrooted design applications into a scalable, living design system.
My Role:
As a lead Brand and Experience Designer, I helped define how Bank of America's evolving visual identity comes to life across digital experiences for small business customers. By balancing expressive storytelling with scalable systems thinking, I shaped the visual direction through illustration frameworks, content production, motion principles, and digital brand standards while developing experience systems that translated brand strategy into consistent, user-centered interactions.
Working across brand, product, and stakeholder teams, I helped create cohesive experiences that strengthened customer trust, improved product discoverability, and supported long-term growth across the small business ecosystem.
Impact:
The work transformed how small business customers discover, evaluate, and engage with Bank of America's offerings. By bringing greater clarity to the customer journey and creating stronger connections between products and services, the experience attracted new customers while deepening relationships with existing ones.
The result was a 22% increase in customer conversion, broader adoption across the bank's small business ecosystem, and a scalable brand and experience foundation that continues to support growth across channels, products, and customer segments.
Teammates:
Nigel Dennis - Creative Director, Courtney Schiffres - Copy Lead, Roman Ivashnev - Designer, Alex Rybarczyk - Designer, Jonathan Crawford - UX Lead, Stephanie Gough - UX, Dan Boland - Lead Developer, Cassie Mai - Producer, Paul Serilla - Strategy Lead, & Team DDB Agency Partners
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