Repositioning a global fintech through brand and digital experience. The new Genesis website achieved 36% traffic increase, doubling MQLs in 2024
Two years into my role at Genesis, the global fintech startup’s website no longer reflected the org’s mission, vision, and rapidly evolving product offering. As Senior Designer, my role involved partnering with Marketing to refresh the brand, launch the new website, and present an innovative new look for 2024 and beyond.
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Genesis had changed significantly since the previous website launched.
The company's product offering had expanded, positioning had evolved, and new leadership wanted the website to play a more active role in supporting growth.
But the existing experience was still communicating an earlier version of the company.
Three problems had become particularly clear:
The story was outdated.
The site's messaging no longer clearly communicated what Genesis did, who it served, or why its platform was differentiated.The product wasn't coming through.
Genesis was building sophisticated financial technology, but the website didn't make the product experience tangible or compelling.The brand needed to mature.
The existing visual identity had established a strong foundation, but the digital expression needed to feel more dynamic, confident, and differentiated as the company entered its next stage.The goal wasn't to start over.
It was to evolve what was already working into a digital experience that better represented where Genesis was going.
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I served as the senior design lead on the website refresh, working across strategy, brand, UX, and visual design.
My responsibilities included:
Partnering with the external agency throughout the redesign
Developing and refining the information architecture and sitemap
Reviewing wireframes and page structures
Exploring and defining the visual direction
Evolving the Genesis brand for digital
Designing key website experiences and pages
Developing visual systems for product storytelling
Exploring motion and animation
Presenting design directions and recommendations to stakeholders
Working with Marketing and leadership to align the experience with evolving positioning
Supporting the website through launch and ongoing iteration
My role sat between brand, UX, and marketing—translating business objectives into a cohesive digital experience.
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One of the most interesting parts of the project was determining what the next evolution of Genesis should look like.
Rather than jumping immediately to a single direction, I explored multiple visual territories—including six distinct color palette directions—to understand how different combinations of color, imagery, typography, and graphic elements could change the perception of the brand.
The explorations helped answer a bigger question than simply “Which colors look best?”
What should Genesis feel like in its next chapter?
Some directions pushed the brand toward greater energy and optimism. Others emphasized sophistication, technology, or authority.
Through iteration and stakeholder feedback, we ultimately selected a direction that retained the credibility of the existing brand while introducing more energy, contrast, and visual sophistication.
This became the foundation for the rest of the site.
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With the visual direction established, the next challenge was translating it into an experience that could communicate a complex fintech product clearly.
Product storytelling
The redesigned experience brought the product closer to the center of the story.
Rather than relying primarily on abstract messaging, the site used visual hierarchy, product imagery, diagrams, animation, and page structure to help visitors understand how the platform worked and where Genesis fit within the financial technology ecosystem.
Information architecture
The sitemap and page hierarchy were rethought around the questions prospective customers were actually trying to answer:
What does Genesis do?
Who is it for?
What problems does it solve?
How does the platform work?
Why is it different?
What should I do next?
The result was a more intentional path from understanding the company → understanding the product → taking action.
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The website launched alongside broader changes to Genesis's marketing, positioning, and go-to-market efforts.
In 2024:
+36%
Year-over-year website traffic
2×
Marketing-qualified leads
The new website became a more effective platform for communicating Genesis's evolving product story and gave the company a digital presence that better reflected where the business was headed.
Just as importantly, the site became something the internal team felt represented the company they had become—not simply the company Genesis had been when the previous site was created.
