Launching a new financial product inside an established banking ecosystem requires careful balance. The identity needs to feel modern and differentiated while still earning immediate credibility.
I led the development of the Fargo product identity, defining visual and experiential principles that aligned with enterprise standards while supporting a digital-first expression. The system was designed to scale across product, marketing, and lifecycle touchpoints without diluting the core brand.
Key Decision:
Balanced differentiation with enterprise credibility to launch a modern product inside a regulated banking ecosystem.