Jefa

Jefa is a digital challenger bank for women in Latin America that offers access to savings accounts, loans, insurance, easy payments, debit and credit cards.

As the design lead, I built the brand identity from scratch, lead all product design from a UI and UX perspective, and managed the visual presence of the company. Core to all of these design decision was the question: how can we make a bank feel human and trustworthy to people who’ve never had a bank account before?