EQ Bank Brand visual identity refresh

Was the Creative Lead on the visual identity brand refresh for EQ Bank that released in spring 2025.

For this project, I took on a range of responsibilities:  

-Synthesized research on colour/typography/illustration style/photography.

-Generated ideas/gave feedback on mood board explorations.

-Linked each mood board back to the EQ Bank customer/value proposition/strategy.

-Conceived and executed the storytelling approach for each mood board (and was responsible for writing each pitch deck).

-Was the lead presenter to the executives (with the winning pitch becoming the new visual identity).

EQ Bank Tone of Voice project

In my role as Creative Lead, I parlayed my seven years of experience writing in the evolving EQ Bank voice to define it for the first time, along with creating writing principles that guide copy across marketing channels. I completed this work independently from end-to-end, through research, best practices, gathering data on best-performing ads, and more. I presented this work to the marketing executive team in July 2025.