Elevating direct-to-consumer to Fig's top acquisition channel
Fig's growth was constrained by reliance on partners. I led the redesign and rebrand of fig.ca so users could learn about Fig, build trust, and book loans directly.
Growth was capped by partner reliance
As an innovative digital lender, Fig's growth had been constrained by its reliance on partners. Fig was launching a direct-to-consumer channel to unlock a new growth path — but the existing site didn't give users a reason to trust Fig, or an easy way to book a loan on their own.
A refreshed site that builds trust and books loans
A refreshed website made it simple for users to learn about Fig, build trust, and book loans directly — no partner in the loop.
.jpg)
DTC quickly became the #1 acquisition channel — among 10+
Differentiating Fig, and building trust as a new company
I brought together members from different teams for a brainstorming session to generate ideas and align on content strategy — mapping Fig against competitors on strength, tone, and value.
End to end: research, content strategy, branding, handoff
I led the process from research through content strategy and branding to engineering handoff.
As a challenging brand, we couldn't afford to be generic
At the end of the design phase, I collaborated with the growth team to refine Fig's branding strategy, focusing on a memorable identity through color and mascot.
.jpg)