Northstar
Fintech•Product design, Strategy, Branding, Design systems•2022-2023•Team:
Product design, Strategy, Branding, Design systems•2022-2023•Team:
Northstar was a personal financial advisory company (acquired in 2025), raised $40M from top investors, and distributed it as an employee benefit through companies like Workday, Airbnb & Affirm. I helped craft strategy around six key product initiatives, working closely with product and engineering to ensure efficient workflows that hit KPIs. This work required Design System management and updating tokens as-needed. I also presented a unique branding opportunity for Northstar that further reinforced its brand and product promise while positioning the company to grow in consumer equity as it continues to establish itself in the market.