I helped differentiate and elevate Kabbage’s brand within the competitive fintech space by making it more approachable, relatable, and visually distinct for small business owners. Working within existing brand guidelines, I introduced a fresh visual language—moving away from generic stock imagery and building a playful, custom illustration library that better captured the spirit of Kabbage. In a market driven by speed and trust, this shift helped humanize the brand while reinforcing its values. Reflecting Kabbage’s core principle to care deeply, I also led initiatives to spotlight community events and social causes, deepening the brand’s connection to its audience.