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In 2023, we embarked on a journey to transform Wise's visual storytelling across global and localized web assets. The project focused on creating custom and photography, alongside updated motion and animation, to align with our core objective: enhancing user engagement and brand authenticity through impactful visuals.
My role:
As Principal Designer, I contributed to the development of new visual assets by ideating and shaping shot concepts and ensuring alignment with product needs. I collaborated with the brand team and Ragged Edge, attended key shoots, and oversaw the integration of assets into Wise.com, ensuring tech feasibility and implementation.
Impact:
Enhanced Engagement: Improved trust and relevance through authentic, narrative-driven imagery.
Localized Appeal: Successfully resonated with Brazilian audiences, emphasizing destination-focused visuals.
Quantifiable Success: Increased homepage QX scores and positive sentiment from qualitative research post-launch.
Challenge
Our visual assets lacked narrative and dynamism. They failed to effectively communicate Wise's products. Due to generic stock photography and abstract illustrations Wise struggled to resonate in local markets.
Generic feel:
The current photography doesn't resonate with customers and the product UI feels generic and abstract.
Inconsistencies across touchpoints:
Inconsistent asset creation led to diluted brand message
Lack of comprehension:
Illustrations and Stock photography were used to explain complex product features
Through user research and stakeholder insights, we identified a significant opportunity to enhance the effectiveness of our visual assets by crafting authentic stories that connect our brand with real-world contexts.
This project set a new standard for Wise's visual storytelling, demonstrating how purposeful design and collaboration can drive tangible business outcomes. By blending product functionality with human-centered narratives, we brought our brand closer to our customers worldwide.