Reimagining Primarybid

Primarybid is a SoftBank-backed fintech helping banks, markets, and exchanges raise capital for the next generation of growth companies.

After sunsetting our consumer-facing product, I led the team through a repositioning: from a consumer facing app, to a technology company serving regulated entities.

This (huge) shift required strategic (and creative) evolution across the business, and helped align a smaller, more concentrated team behind a singular brand strategy (literally, photos of alignment included!)

We redefined our brand, built a future proof design system, and optimised how we show up as an 'ingredient' we partner with large institutions, when powering some of the world's most recognisable brands.