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In 2015 Experian had a complete identity makeover. Changing their entire brand library, color palette, iconography, web design aesthetic, fonts, while taking on a new "credit lifestyle" approach. Marketing shifted to utilizing lifestyle stock photography to tell the story of how credit meets users in every part of their life. I worked closely with executive marketing, product, technology & e-commerce teams in doing brand research, A/B testing and design to bring this goliath of a brand guide to fruition.