Money 2020
Led Campaign Creative Direction and Rebrand

Overview

Designed and directed the visual campaign for Railsbank’s Money2020 conference presence, guiding the company’s brand narrative through a major rebrand and producing assets that drove new business and set the tone for future marketing.

My Roles

01 / Brand Strategist

02 / Creative Director

03 / Lead Visual Designer

Key Contributions

Defined and visualized Railsr’s brand positioning

by collaborating on category design research and leading creative direction.

Visualized Railsr’s complex & technical product offerings

which clarified Railsr’s value proposition for clients and partners.

Led end-to-end production of campaign assets

managing vendor constraints and ensuring consistency on a compressed timeline.

Outcome

Positioned Railsr as a pioneer in Embedded Finance, driving 10+ sales leads and elevating brand credibility.

Design Brief

Develop and deliver a multi-channel rebrand & campaign for Railsbank’s Money2020 presence—including booth graphics, digital collateral, event marketing visuals, and merch—crafted to drive leads and reinforce the company’s positioning during a time of brand transition.

The Challenge

Railsbank was midway through a rebrand led by an external agency with Money2020 approaching. With no insight into upcoming brand changes, I was called in to innovate on branding and visualize our product offering to drive sales leads.

We needed to define Railsbank’s value proposition to make the product offering memorable, no matter what the final branding would become.

This uncertainty gave me free rein to push beyond old conventions and lead a bold creative rebrand for the campaign.

Navigating ambiguity meant working closely with stakeholders to translate complex product layers into a clear, visual story.

Every asset had to be designed, produced, and delivered in weeks—while coordinating with external vendors under shifting constraints.

Strategic Foundation

Discovery & Category Design Research

Market analysis, competitor mapping, category definition “Embedded Finance as a Service”).

Stakeholder interviews → value proposition → messaging pillars.

Railsr is the one-stop shop for embedded finance — offering a suite of turnkey financial products plus the full operational backbone (digital transaction ledger, legal compliance, banking partnerships) to launch them fast.

Railsr combines embeddable, pre-designed financial components with the behind-the-scenes infrastructure to run them, enabling brands to launch fully-branded financial experiences in record time.

Railsr serves digital-first brands, fintech startups, crypto projects, and large enterprises looking to embed financial services without building banking infrastructure themselves. Drivers: boost engagement, brand loyalty, etc.

Strategic Foundation

Discovery & Category Design Research

Market analysis, competitor mapping, category definition “Embedded Finance as a Service”).

Stakeholder interviews → value proposition → messaging pillars.

Category Design Research

Our research began by dissecting Railsr’s position in the fast-growing embedded finance market—mapping competitor offerings, identifying product differentiation, and distilling a bold category identity centered on “Embedded Finance as a Service.”

Category Design Research

Our research began by dissecting Railsr’s position in the fast-growing embedded finance market—mapping competitor offerings, identifying product differentiation, and distilling a bold category identity centered on “Embedded Finance as a Service.”

Facilitated stakeholder workshops and interviews, uncovering Railsr’s embedded‑API strengths and modular BaaS/CaaS positioning.

Conducted competitive mapping vs. Stripe, Marqeta, Unit to pinpoint gaps in product offerings and speed‑to‑market claims.

Defined messaging pillars around plug-and-play components, white-label modularity, speed to launch, and future-proof financial innovation—reinforcing Railsr’s customer-first, modular platform story.

Target Client

I created Vins—a UK tech retailer persona—to focus product decisions on real business needs, pain points, and digital context, ensuring BNPL would address genuine challenges for Railsr’s clients.

We researched Railsr’s target clients and benchmarked their competitors and digital experiences against leading brands like Argos, IKEA, and Nike.

We prioritized these brands for their market relevance, strong brand loyalty, and user journey simplicity, which we aimed to emulate for Vins.

Vins operates in a highly competitive, low-loyalty online electronics market—making customer retention and brand engagement mission-critical.

Ideation & Solution Framing

Built on Vins’ needs and market pressures, we brainstormed BNPL features and mapped user journeys that support a seamless user experience, foster brand loyalty, and allow simple integration for digital retailers.

User journeys had to be simple and intuitive, so any client could relate.

Prioritized solutions that offered minimal disruption to traditional check-out journeys, while building loyalty through managing payments and rewards.

Sketched end-to-end flows where users select BNPL at checkout and manage installments through a finances / rewards hub within the Vins ecosystem.

Wireframing & Key Flows

Developed wireframes to visualize key screens in the flow. Strived to create modular BNPL components inside traditional shopping experiences for client relatability, and only created new flows when needed.

Each decision aimed to project easy adoption, simplicity, and desirability for our target clients.

Focused on emphasizing visual clarity, minimal steps, and visual familiarity for both users and client reviewers.

Balanced user touchpoints per screen with overall journey simplicity, avoiding friction or confusion for clients reviewing the flow.

Early UI Design & Prototyping

Transformed wireframes into a modular design system, applying Vins’ branding. Then built out key flows for an interactive Figma prototype.

Built a flexible design system in Figma to support rapid iteration and ensure brand consistency across all UI elements.

Focused on information hierarchy, clear branding, and intuitive components to display a white-label BNPL experience.

Created an early-version interactive prototype in Figma for testing.

View First-Version Prototype

Review & Iteration

Shared high-fidelity prototypes in live walkthroughs with stakeholders, product, and legal teams—rapidly iterating to address usability gaps, compliance risks, and ensure client relatability.

Reflection

This project taught me how to balance design system clarity with business realities, work cross-functionally to manage competing priorities, and present complex solutions clearly to executives—all while ensuring user needs stayed central.

Sharpened my ability to mediate stakeholder demands, translating varied feedback into practical, cohesive solutions.

Gained experience pitching design rationale at an executive level and leading design reviews with clarity and impact.

Practiced building and maintaining lean design systems focused on key user and business needs for streamlined design development.

Demonstrated measurable business impact by helping acquire new clients and launch scalable, branded product offerings.