As Creative Design Lead at SumUp, I led a transformative initiative to unify the company's digital brand experience across 33 global markets. Working with a cross-functional team of 12 designers, we refreshed the brand identity's foundational elements and successfully deployed them across all customer journey stages.

Overview of SumUp product portfolio Overview of SumUp product portfolio

Challenge

  • Fragmented brand presence across different markets
  • Inconsistent digital experiences throughout the customer journey
  • Need for scalable design solutions for rapid market expansion
  • Diverse user needs across global markets
Fragmented visual language for the online presence Fragmented visual language for the online presence

Process

Discovery & Audit

  • Conducted comprehensive brand audit across all markets
  • Facilitated workshops with stakeholders to gather insights
  • Analyzed existing visual elements and their effectiveness
  • Mapped pain points in current brand implementation
Screenshot of visual audit for the online presence Screenshot of visual audit for the online presence
Auditing old brand visual foundations Auditing old brand visual foundations

Strategy Development

  • Defined core brand principles and characteristics
  • Created systematic approach to visual language
  • Established clear hierarchy for brand elements
  • Developed framework for market adaptations
Screenshot of a slide presenting The design system at the core of the UX strategy The design system at the core of the UX strategy
Screenshot of primary and secondary colors Auditing old brand visual foundations

Design System Evolution

1. Foundation Layer

  • Refreshed core brand elements
  • Established systematic color and typography systems
  • Created scalable spacing and grid frameworks
Screenshot of foundational colors
Screenshot of product colors check Auditing old brand visual foundations
Screenshot of foundational colors Draft file of theme functional tockens setup

2. Component Layer

  • Developed modular UI components
  • Created responsive design patterns
  • Built flexible layout systems
Iphone screenshoot of the new UI Dashboard mockup of the new UI

3. Expression Layer

  • Designed illustration system with Illo Agency
  • Created photography guidelines
  • Established motion principles
Iphone screenshoot of the new UI
Screenshot of Examples of applications Examples of applications
Screenshot of Responsive Illustration System Responsive Illustration System

Implementation & Testing

  • Rolled out system across digital platforms
  • Conducted market-specific testing
  • Notable success in Brazil where illustration system testing revealed strong comprehension among users with limited literacy
  • Iteratively refined based on global feedback
Iphone screenshoot of the new UI Dashboard mockup of the new UI
Web screenshot of the new UI

Client

SumUp

SumUp is a leading fintech company operating in 33 markets across three continents, empowering small merchants with tools to accept payments and manage operations digitally.

My Role

Creative Design Lead

  • Led a team of 9 designers
  • Managed collaboration with Illo Agency for illustration
  • Directed user research and testing initiatives
  • Oversaw implementation across digital platforms