AXOS BANK / 2021
Launching a new vertical and scaling digital banking experiences.
As Senior Visual Designer, I led the commercial brand refresh that defined our product visual direction, while owning the end-to-end identity launch of our new vertical, Axos Invest
Contribution:
Brand Evolution
Art Direction
Mobile-First Initiative
Design System
Corporate Brand Updates
Tools:
Figma
Adobe AfterEffects
The Challenge
Overcoming fragmented legacy interfaces to elevate digital banking and scale new investment verticals
Axos Bank’s core site suffered from a dated brand presence and lacked a robust responsive framework. It completely bypassed the strategic user personas developed by the UX team and operated without an updated, centralized component library to maintain design consistency.
My role focused on applying persona-driven brand refresh, deploying a responsive component library to streamline developer handoffs, and designing a distinct visual identity for the Axos Invest launch.
My role focused on applying persona-driven brand refresh, deploying a responsive component library to streamline developer handoffs, and designing a distinct visual identity for the Axos Invest launch.
The solution
A unified fintech design system & premium visual storytelling framework
01
Deploy persona-driven visuals
Restructured key page hierarchies to align with our core customer profiles, transforming dense financial layouts into clear, high-fidelity visual stories.
02
Build the component library
Designed a comprehensive, responsive component library that eliminated engineering handoff friction and unified desktop and mobile interfaces.
03
Launch the investment vertical
Designed a mobile-first visual experience for the new Axos Invest product line, positioning the platform as a modern, trustworthy leader in digital wealth management
Brand evolution / persona-driven visuals
Persona-Targeted Lifestyle Photography Direction
Dynamic Lifestyle Imagery & On-the-Go Narrative
Fintech Mobile Mockups & Data Visualization Library
Modular Product Cards & Financial Icon System
Build component library / UI kit
Desktop Web Experience Built with Modular Blocks
Responsive Mobile-First Block Architecture
Launch the Investment Vertical
Conversion-Focused High-Fidelity Multi-Device Layouts
High-Fidelity Investment Product Experience
Discovery & Strategy
Grounding a complex financial system in clear user insights
Mapping our strategy straight to the UX research
I analyzed our legacy web pages and existing creative assets alongside the data from our UX research team. Instead of starting from scratch, I focused on identifying user friction points and figuring out how to deliver a cohesive experience across every digital channel.
Site UX Audit
- Find current layout drop-offs
- Locate broken user navigation patterns
- Highlight heavy text blocks to change
Brand Asset Audit
- Review our core financial messaging
- Sort through existing marketing graphics
- Organize existing site templates
Targeted Visual Strategy
- Align designs with research findings
- Tailor layouts for specific users
- Keep banking touchpoints completely consistent
Efficiency Strategy
- Launch optimized paid ad campaigns
- Test funnel messaging for engagement
- Speed up digital project handoffs
VISUAL IDENTITY & BRAND STYLING
Bringing the refreshed banking voice to life
Once the research goals were locked in, I focused on evolving Axos Bank’s look and feel into a premium digital experience that builds instant trust and makes banking feel completely effortless.
- Human-Centric Art Direction: Swapped outdated visuals for authentic lifestyle photography and modern brand graphics that tell a clearer story.
- Custom Data Visualizations: Designed intuitive financial graphics and charts to simplify complex account tiers, mortgages, and investment data.
- Intuitive UI Execution: Applied these updated styles straight to our main web channels to highlight convenience and security on every screen.
WEBSITE DESIGN SYSTEM & UI KIT
Building a scalable mobile-first library
o support the massive rollout of our responsive web pages and the new Axos Invest product launch, I turned our refreshed styles into an organized component library. Standardizing our mobile-first UI kits allowed the marketing and design teams to rapidly deploy consistent user funnels without wasting engineering time.
Scalable UI Component Library & Design System
Modular UI Library & Page Building Blocks
