Wise’s mission: deliver money without borders.
Wise needed to escape the financial sea of blue it was quietly drowning in. Rather than opting for a safe or predictable refresh, the ambition was bigger: shake up the category (again).
Working very closely with branding agency Ragged Edge, I acted as the in-house creative lead — shaping decisions, challenging thinking, and ensuring the brand worked not just creatively, but operationally at scale. Together, we transformed Wise from a familiar, functional brand into something more intrepid, authentic, and unmistakably international. The launch was met with widespread recognition and positive response, exceeding expectations. Share price increase by +58% in the 12 months after launch.
Team Leadership
Brand
Campaigns
Print
Digital Marketing
Organic SocialLeading the launch
Launching the brand was a major leadership challenge. I led the marketing rollout alongside Creative Operations, guiding a complex multi-channel launch while maintaining quality and supporting the team through the delivery of thousands of assets across 175 countries in one big bang moment.
Brand launch video
Our brand launch video marked a moment of celebration for the team and the public debut of our work. The rebrand was well received by both customers and the creative community, and supported strong business growth over the following year.
Distinctive brand assets
A set of graphic assets – our Tapestries – inspired by the world’s money. Immediately recognisable and endlessly flexible. And 3D illustrations to incorporate the tapestries to create something truly distinctive and able to live across billboard to button.
Typographic standout
Inspired by scripts from all over the world, Wise Sans is instantly distinctive. And truly global, with support for 960 languages.
Lifestyle and narrative
Transitioning from illustrated people, to real customers we started to put people at the heart of Wise. Creating shots with our product and people that looked authentic and in the moment.
From billboard to button
Everything was updated with the new brand, for one big bang launch. And with the flick of a switch Wise was truly transformed. From CRM and social, to annual reports and SWAG we were across it all.
