BHG Financial

Brand Identity and Beyond

BHG Financial was evolving, and the brand needed to keep pace. As one of the lead Creative Directors on a small team, we set out to create an identity that honored BHG Financial’s legacy while making it feel sharp, relevant, and built for what’s next. The result was the strategic development and rollout of a full-scale rebrand.

Helping to lead the charge, we consolidated more than ten brands into one unified corporate identity in less than six months. The transformation was built on the idea of “Extraordinary by Design.”

I authored the company’s new brand essence, positioning, mission, personality, and tone, revised the existing style guide, and collaborated on the creation of the full identity system. From logo to launch, every detail was crafted to reflect BHG’s intelligence, boldness, and trust, and to attract top-tier professionals and institutions.

Beyond the rebrand, I spent more than three years guiding teams and producing content across BHG’s diverse business lines. This included commercial and personal loans, venture capital, collections, risk management, POS services, and more. My work spanned testimonial videos, event experiences, social content, white papers, marketing campaigns, and recruitment initiatives.