Twenty million users knew Afterpay. They trusted it, used it, and had opinions about it. The job was to fold that brand into Cash App's ecosystem — without breaking that trust — while simultaneously aligning merchants, redesigning the product, and repositioning across B2B and B2C channels global all in four months. The goal wasn’t a rebrand, it was a trust transfer.

Led brand guidelines refresh, all B2B and B2C webpages, trade + lifecycle email journeys, co-marketing + merchant templates, OOH, and App Store refresh,