I led the brand transformation and UX design for Wilmington Trust, creating a modernized digital experience tailored to high-net-worth clients. The project introduced a new brand identity, typography, color system, and photography style, all seamlessly integrated into M&T Bank’s AEM/Bootstrap framework to ensure consistency across wealth management and institutional client services (ICS).

Creative Approach

The goal was to develop a luxury-focused UX strategy that balanced trust, exclusivity, and intuitive design. I established a scalable Figma-based design system, refining content structure, interactive components, and brand elements to elevate the digital experience. Key updates included:

A new logo, typography (Bolto), and refined color palette
Consistent photography and content guidelines to reflect a high-end, client-centric approach
Modular UI components for flexible, seamless site navigation

My Role

Brand Identity & UX Strategy – Developed a cohesive visual and interactive language.
Design System & Prototyping – Built a scalable Figma library for streamlined development.
User Flow Optimization – Designed intuitive layouts with refined navigation and engagement tools.
Content & Accessibility Enhancements – Ensured clear, WCAG-compliant experiences for all users.

Results & Impact

Strengthened brand consistency across Wilmington Trust & ICS.
Faster development cycles with a unified design system.
Improved engagement & lead conversion from affluent clients.

Final Deliverables

New brand identity system (logo, colors, typography, photography)
Responsive web UI components
Figma-based design system for scalable implementation