Overview

Standard Chartered embarked on a global rebrand to express its evolution from a traditional financial institution to a digital-first, future-ready bank.As my first project at Lippincott, I participated in defining and shaping the digital design system and governance structure that brought the refreshed brand to life online.Beyond core UI and component design, I helped establish digital guidelines, accessibility standards, and visual art direction that unified how the brand appears across global web and product platforms.

Problems

With operations in over 60 markets, Standard Chartered’s digital presence was fragmented—each region interpreting the brand differently across platforms, interfaces, and media.
The absence of a centralized design system limited scalability and consistency.
Our challenge was to create a single digital framework that could flex across cultures and markets while preserving a unified global identity.

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Solutions

Working closely with Lippincott’s strategy and brand teams, I contributed to the creation of the digital design system and global brand guidelines, defining component logic, UI hierarchy, and interaction behavior.I also participated in the photography art direction, ensuring the visual language complemented the brand’s new tone of confidence and humanity. The resulting system became the foundation for Standard Chartered’s internal design library—a scalable framework empowering design and development teams across all platforms to deliver consistent, high-quality digital experiences.