Overview
Intercash had built a strong reputation as a leader in global payments — but their brand hadn't kept pace with their market position or the visual language of modern fintech. I led a full brand refresh from the ground up, developing the company's first-ever formal brand guidelines, followed by a website redesign engineered specifically for lead generation and CRM integration.
Discovery
The brief required balancing two things simultaneously — modernizing the brand to align with fintech industry standards while preserving the equity Intercash had built over years with existing clients. Research into color psychology, competitive positioning, and customer feedback shaped every creative decision that followed.
Identity System
I developed Intercash's brand guidelines from scratch — the first formal identity system in the company's history. The guidelines covered color palette, typography, voice and tone, and logo usage, giving the brand a consistent foundation across all markets and touchpoints.
Website Redesign
The new website was built in parallel with the brand identity, ensuring visual consistency from day one. Lead generation was the primary objective — the site was instrumented with Google Analytics and Tag Manager for full funnel visibility, with Zapier automating lead entry directly into the CRM. Offline sales tracking and Google Ads integration completed a closed-loop attribution system that gave the business a clear picture of what was driving growth.
Results
The rebrand gave Intercash a visual and strategic identity commensurate with their position in the global payments market — one they could scale consistently across regions and channels. The integrated website and CRM infrastructure replaced a previously manual process, giving the sales team cleaner data and faster follow-up on inbound leads.
How can I help expand your universe?
Whether you're building something new or rethinking something existing — I'd love to hear about it.