I led the rebrand of Allio to align with a more sophisticated, high-net-worth audience, marking a significant evolution from its previous Gen Z-focused identity. This most strongly can be seen in the development of Allio's website, which I designed and built from end to end. The original brand was vibrant, playful, and approachable, designed to make investing feel accessible to first-time users. However, as Allio’s product matured, so did its audience. I spearheaded a strategic shift that positioned Allio as a trusted expert in macro investing, emphasizing luxury, expertise, and trustthrough refined typography, a monochromatic palette, and a more authoritative voice. Every decision—from replacing bright colors with a premium black-and-white scheme to adopting RocaTwo and Ambit for clarity and sophistication—was intentional in reinforcing this new positioning.

Owning the UX and brand strategy, I ensured the redesign followed best practices in marketing and design, creating a seamless, scalable system. I established clear logo usage rules, refined the eyeglasses + globe icon to underscore Allio’s global expertise, and crafted a messaging framework that positions Allio—not the user—as the expert. By defining strict brand guidelines, I created a cohesive identity that is instantly recognizable across all digital and physical touchpoints, from product UI to marketing assets.

This rebrand wasn’t just about aesthetics—it was about elevating Allio’s market perception and ensuring the brand resonates with seasoned investors seeking high-value financial tools. By leading this transformation, I positioned Allio for its next stage of growth, giving it the credibility, consistency, and strategic edge it needs to thrive in a competitive landscape.