A ground-up reimagining of Discover's visual identity — built to bring consistency, flexibility, and speed to a brand operating across 20+ business lines.

Discover's brand system had grown inconsistently across product, marketing, and partner teams — different interpretations of color, type, and iconography were showing up across channels, diluting brand equity and slowing down creative production. The mandate was to rebuild the system from first principles: modern, flexible, and unmistakably Discover.

I led the redesign end-to-end — from typographic and color foundations through a full iconography system — then built the governance model that got it adopted across the enterprise. 


95% adoption across 21 lines of business and 15 agency partners