Project

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Ozan, a B2C global payments app with a strong and established presence across Asia and Europe, needed to make its mark in the US. The challenge wasn't just a new market — it was a new mindset. The existing brand, while successful abroad, needed to feel more approachable, friendly, and culturally relevant to American consumers without losing the global credibility it had earned.

I managed a creative team spanning three countries — Malta, London, and Istanbul — coordinating across time zones to deliver a cohesive and ambitious rebrand. We refreshed the logo, redesigned the product app for a seamless user experience, rebuilt the website, and developed collateral, tradeshow booths, videos, and more — all running in parallel at a fast and unrelenting pace.

Before the full launch, we executed a strategic interim move — a light refresh of the existing site that offered a carefully crafted "sneak peek" of the new brand. With two major industry conferences approaching fast, this gave Ozan a polished and confident presence on the world stage before the full brand reveal.

The foundation we had built made rapid execution seamless. By the time the new brand went live, it didn't just look like a US-ready app — it felt like one.
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Process

Managing a global creative team across three countries required both strong leadership and airtight process. I led a multidisciplinary team of UX and UI designers, developers, and content strategists — building workflows and communication structures that kept everyone aligned, productive, and moving in the same direction regardless of time zone or geography.

The process began with thorough discovery — a competitive audit of the US payments landscape that informed every strategic and creative decision that followed. From there, we developed a comprehensive UI/UX toolkit and design system across multiple platforms, creating a solid and scalable foundation that made it possible to execute across the full brand ecosystem quickly and consistently.

As a cross-functional leader, I oversaw every workstream simultaneously — brand identity, product app design, website, experiential, and campaign development — ensuring the brand experience was seamless from the app screen to the tradeshow floor. AI tools and data-driven methodologies were integrated throughout, optimizing creative outputs and ensuring every touchpoint was built to perform in a new and highly competitive market.

The pace was relentless. The foundation made it possible.

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Results

• 🌍 45% increase in EMEA users following the global rebrand
• 📈 70% increase in qualified leads with rapid US market adoption of the refreshed brand
• 🔄 60% improvement in conversion rates driven by AI-integrated and data-informed creative outputs
• 📱 Full product app redesigned and launched for a seamless cross-market user experience
• 🚀 Ozan successfully positioned as a fresh, approachable, and globally credible payments brand ready for the US market

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