Challenge
Built for a new market
Multikrd was a Latin American fintech making a deliberate push into the U.S. market—expanding their product with new features and repositioning for a new audience. The challenge was bringing the brand and experience forward: maintaining the bold, distinctive identity that resonated with their existing market while projecting the modernity and trust the U.S. audience would expect.
Work & Outcomes
Brand to product, end to end
I led the engagement from the first strategy conversations through brand exploration and into full product design. The work covered both directions—defining what Multikrd should look and feel like for the U.S. market, then building the experience to deliver it.
- Brand evolution — developed a modern U.S. market direction that built on Multikrd’s existing identity while projecting greater trust and polish for a new audience
- App architecture — rethought the information architecture from scratch to unify banking, paycheck advance, and rewards into a single coherent experience
- Dashboard — the center of the IA concept, orienting the experience around a unified financial hub that brought key banking tools, pay advance, cashback, and relevant nearby offers together in one view
- Rewards — location-aware perks and merchant offers with a browse-and-discover model
- Pay Advance — a clean, trustworthy flow for requesting and managing paycheck access
- Cross-platform — shipped across mobile (iOS/Android), tablet, and web