Project Overview

This project was developed through a real client engagement with FINRA via SCADpro, focusing on a comprehensive audit of brand identity, internal communications, and digital brand experience. The work began with an assessment of FINRA’s existing brand assets and internal workflows, supported by stakeholder interviews, user journey mapping, and service blueprint analysis to identify friction points in brand usage, communication consistency, and cross-department collaboration. These insights informed a broader evaluation of brand alignment, digital touchpoints, and social media presence, alongside competitive benchmarking and strategic analysis.

Key deliverables included the development of a centralized Brand Asset Library and an Internal Communications Toolkit, designed to improve brand consistency, streamline internal workflows, and empower non-design teams to apply brand standards confidently. In parallel, the team produced a Digital Brand Experience Strategy report, analyzing website structure, content clarity, UX flow, and social media performance, and providing actionable, phased recommendations. The project emphasizes practical implementation, supporting FINRA in strengthening brand clarity, operational efficiency, and trust across both internal teams and external audiences.


During this FINRA engagement, I worked in an iterative, stakeholder driven process with senior internal leaders and cross functional teams to audit and strengthen brand consistency, internal communications, and digital brand experience. My role included synthesizing inputs from leadership check ins and working sessions, translating executive priorities into clear project objectives, and maintaining alignment across multiple internal stakeholders throughout the timeline. I conducted structured research and analysis across key brand and digital touchpoints, documented gaps in identity usage and messaging consistency, and mapped user and stakeholder journeys to pinpoint friction in how information and brand resources were created, accessed, and applied. I then translated these findings into actionable frameworks and implementation ready recommendations, developing practical tools such as a centralized brand asset system and internal communication guidance to support daily usage across teams. I also supported the development of a phased digital experience improvement plan by evaluating content structure and user flow patterns, defining what to prioritize first, and packaging the work into executive ready presentations that enabled decision making and next steps planning.



Skills Used


  • Brand & Identity Audit, 
  •  User Journey Mapping & Service Blueprint,
  •  Brand System Design,
  •  Internal Communications Strategy, 
  • Digital Brand Experience Strategy, 
  • Website & Social Media Audit,
  •   Strategic Framework Development,
  •  Cross-functional Collaboration





LIMITED ACCESS
This project is not publicly viewable due to a confidentiality agreement and can be discussed upon request.