![](https://cdn.myportfolio.com/f5a6b855d46a0a1e4a0e4794989e7f97/2a741c9d-4107-48ed-ae56-d1c6cc5f5e7f_rw_1920.png?h=4711ea74ff86d500fb39887a179a1e45)
![](https://cdn.myportfolio.com/f5a6b855d46a0a1e4a0e4794989e7f97/04b909d6-7f2f-40bf-b48c-73961f4b3ba9_rw_600.png?h=8ec928b4b15faffc33a1be301dd98095)
In a rapidly changing market, my team saw an opportunity to refresh the brand identity of the U.K.'s leading short-term lender. Starting from prototypes, we found opportunities to improve the customer experience, using A/B testing with user lookalikes to drive and refine our solutions. Our new design and updated top-level messaging set the brand up for success in a rapidly evolving market.