Email

Flexible Capital

Overview

BHG Financial introduced a new category of lending products focused on flexible capital and access to additional funding beyond debt consolidation. The goal was to help customers understand the value of borrowing more strategically — not just refinancing.

Role — Designer

  • Concept & visual direction

  • Design & execution

  • Collaboration with copywriters & email deployment team

The Ask

Create a visual and messaging concept system that communicates flexibility, premium financial support, and expanded access to capital.

Approach

Partnered with copywriters (who led naming and messaging direction) while I focused on visual storytelling and layout exploration.

Produced 13 design concepts, exploring:

  • Product positioning themes

  • Typography & hierarchy systems

  • High-end textures, lighting, and brand tone

Outcome — 5 out of 6 concepts selected for final round review

  • Executed selected designs for launch

  • Established a polished, premium look supporting trust + clarity in lending

Products Introduced

  • BHG Extra-Cash Vault

  • Liquidity XL Loan

  • Max Approval Program

Copy team developed product names; I developed visual concepts and executed the final designs.

Deliverables

  • Desktop & Mobile frames

  • Visual UI refinements + production files

Applications

Chatgpt, Firefly, and Figma

Florida Bar Member

Overview

BHG Financial partnered with The Florida Bar to offer exclusive debt consolidation solutions to its members. The goal was to highlight BHG as an approved member benefit provider and create tailored messaging that speaks directly to Florida attorneys and their financial needs.

Role — Designer

  • Email design & layout

  • Visual direction & asset creation

  • Collaboration with copywriters

  • Used generative AI to expand stock imagery

Objective

Create targeted, trusted, and professional email designs that:

  • Speak directly to Florida Bar attorneys

  • Reinforce BHG's approved provider status

  • Maintain a premium, credible financial tone

  • Boost engagement and loan consideration among a specialized audience

Approach

Partnered closely with the copywriting team to align visual design with tailored attorney-focused messaging. Designed all visuals in Figma, ensuring:

  • Clean legal-professional tone

  • Brand consistency with BHG’s lending identity

  • Clear hierarchy + benefit-first messaging

Deliverables

  • Desktop & mobile frames

  • Final production-ready email files

Member Outreach — BFSFCU

Project Overview

Designed and deployed targeted member emails for the Bank-Fund Staff Federal Credit Union (BFSFCU), focused on driving awareness and engagement for key financial offerings.

Objective

  • Deliver tailored communications to BFSFCU members

  • Improve engagement and conversion performance through targeted messaging

  • Support marketing goals with measurable campaign results

Execution

  • Built emails in Adobe Dreamweaver

  • Managed deployment and audience targeting using Documatix

  • Incorporated data-driven design and concise value messaging

Results

  • 3% open rate

  • 2% click-through rate

  • Notable lifts in engagement and conversions above campaign benchmarks

Achieved strong performance metrics and demonstrated the impact of personalized communication in member banking programs.

Personal Loans Value Proposition

Overview

To strengthen BHG Financial’s direct-to-consumer lending efforts, we developed a value-focused campaign highlighting personal loans up to $250,000. This initiative aimed to simplify the product message, elevate perceived value, and help prospects quickly understand the benefits and accessibility of higher-limit financing.

Role — Designer

  • Concept + visual exploration

  • Cross-functional collaboration with copywriters and brand stakeholders

  • Developed 32 concepts

Objective

Create design concepts that clearly communicate:

  • High loan amounts up to $250K

  • Fast and flexible funding benefits

  • A premium, trusted lending experience

  • Easy-to-understand value without overwhelming financial language

Approach

Partnered closely with the copywriting team to refine the value story and message hierarchy. I designed 32 total concepts, exploring multiple creative themes focused on clarity, trust, empowerment, and simplicity.

Explored multiple creative directions, focusing on:

  • Clean, high-trust visual design

  • Bold yet sophisticated typography

  • Messaging clarity around large loan availability

Deliverables

  • Desktop & Mobile frames

  • Final production-ready email files

Tis the Season of Giving & Receiving — Apple FCU

Project Overview

Developed a festive, values-driven holiday email campaign titled “’Tis the Season of Giving & Receiving” to encourage Apple Federal Credit Union members to use Bill Pay services. For every member transaction completed, Apple FCU pledged a $1 donation to a selected charity — blending product adoption with community impact.

Objective

  • Drive awareness and usage of Bill Pay among Apple FCU members

  • Connect Apple FCU’s digital banking tools to a meaningful cause

  • Create a warm, holiday-themed communication aligned with seasonal giving

Execution

  • Designed and built email creative

  • Developed messaging that balanced product value with philanthropic spirit

  • Leveraged a festive theme and clear call-to-action to motivate engagement

Impact

  • Strengthened member connection through charitable alignment

  • Supported increased usage of Bill Pay features

  • Reinforced Apple FCU’s commitment to community support