Rebranding in the wake of growth
Unifying a fintech brand after major acquisitions
Following two major acquisitions, Numerix underwent a full-scale brand transformation to unify its visual identity and strengthen its positioning in the B2B fintech space. I was brought on to support their marketing team during this pivotal shift, creating branded templates, guidelines, and campaign assets to ensure clarity, consistency, and confidence across all touchpoints.
My work focused on creating branded templates, design guidelines, and campaign assets to equip the team with scalable systems that enable fast growth without sacrificing design integrity.
Role
Brand Consultant/Graphic Designer
Year
April 2024 – August 2024
The challenge
Two acquisitions and a new main brand meant multiple design languages, inconsistent templates, and a lack of cohesive brand storytelling. The marketing team needed a flexible, scalable system to streamline content creation while maintaining brand alignment across platforms, all without slowing down campaign execution.
Building systems for agility
Templatizing for rapid growth
In a fast-moving B2B environment, speed is everything. I created a suite of editable templates for white papers, case studies, social media, and PowerPoint decks, allowing the marketing team to quickly customize content while preserving design consistency.
This system not only increased efficiency but also empowered the team to test messaging, iterate campaigns, and maintain a polished brand presence across all channels.
Women in Finance Scholarship campaign
Bringing in the human element
To enhance visibility and engagement of the yearly WIF scholarship, I developed a new logo lock-up for the upcoming initiative, presented by Numerix. This campaign highlights the importance of selecting impactful imagery to convey a more human aspect of the company, which has traditionally been visually tied to data, math, and abstract photography and patterns.
Key learnings
Working on Numerix’s rebrand taught me critical lessons about designing for transformation and scale in a B2B context:
Consistency Builds Trust: A cohesive visual identity signals stability during times of organizational change.
Humanizing Tech Brands: Even in data-driven industries, storytelling and imagery that feel relatable can dramatically increase engagement.
Agility Without Chaos: Templates and systems are essential for small teams that need to move fast while staying on-brand.
Strategic Visual Choices: Every asset, from a social post to a white paper, contributes to shaping market perception.