Credit Karma
Challenge
During a period of rapid growth, Credit Karma needed a consistent brand identity across a fast-expanding asset library — and a new way to convert digital ad performance into real revenue partnerships, not just impressions.
Goal
Establish company-wide brand and production standards, lift new member acquisition through the homepage experience, and turn strong ad performance into a genuine new revenue stream.
Solution
I partnered directly with C-suite leadership to overhaul brand identity, establishing brand management guidelines and supervising photo and video productions that scaled visual consistency across the company's full asset library. I redesigned and tested CreditKarma.com's homepage, directly lifting new member acquisition, and built a new homepage for Credit Karma Tax that helped the product beat its launch tax-filing goals. I also introduced a company-wide Jira ticketing system for creative requests, cutting turnaround time and eliminating lost work.
The result: new company records for digital ad performance, and a net-new, multimillion-dollar acquisition revenue stream engineered through a strategic partnership with American Express.
Case Study
At Credit Karma, I art directed and designed the homepages for three major launches: Credit Karma Tax, Credit Karma in Canada, Credit Karma Unclaimed Money, and Credit Karma's green rebrand.
Once the data proved these designs were working, my job shifted — from making individual launches succeed to building the brand guidelines and educating the company on how to evolve every marketing visual going forward.
That guideline work wasn't limited to ads and marketing. From shirt illustrations to stickers, it was a golden age for fresh Credit Karma swag.
We improved performance across every channel during and after the rebrand by gradually testing in new brand elements — including the updated colour palette — rather than changing everything at once. My team built Credit Karma a repeatable process for positive ROAS, tailored to each channel: HTML5 creative for GDN, static and video for Meta, and video concepts for TV.
The results weren't a coincidence of good timing with a new logo — they came from an integrated approach to ad spend and testing across every channel at once.
