Intesa Sanpaolo

Intesa Sanpaolo, one of Europe’s leading banking groups, sought to reimagine its digital presence with a bold visual identity that aligned with its forward-thinking fintech initiatives. Known for its stability and heritage, the brand wanted to evolve without losing its core values of trust, transparency, and innovation.

As the Digital Project Manager, I led the visual transformation project—overseeing creative direction, stakeholder collaboration, and the rollout of a scalable design system. My focus was to ensure the rebrand could unify the company’s expanding digital touchpoints while resonating with a new generation of users.

The project involved brand strategy, digital design, component libraries, and UI documentation tailored for use across product, web, and marketing platforms.

Challenges & My Approach

The biggest challenge was modernizing a legacy brand without compromising its credibility. Intesa Sanpaolo needed a refined, contemporary visual system that felt progressive yet grounded. The new design had to support both enterprise-level banking products and consumer-facing experiences.

To navigate this, I facilitated strategic alignment sessions with leadership, marketing, and product teams to unpack audience segments and usage contexts. These insights informed our visual design principles—striking a balance between clean modernism and timeless authority.

I managed a sprint-based workflow that included visual exploration, stakeholder reviews, systemization of UI elements, and documentation for handoff. This ensured we delivered a flexible, future-proof identity system that could scale across departments and regions.

Throughout the process, I acted as the central point of coordination—bridging the creative team with technical implementers to maintain consistency, efficiency, and alignment at every stage.

Results & Key Outcomes

The new visual identity for Intesa Sanpaolo marked a shift in how the brand is perceived digitally—modern, accessible, and trustworthy.

• Reduced design-to-development time by 40% with a unified design system

• Improved consistency across 10+ digital platforms with centralized UI libraries

• Increased user engagement by 28% post-launch, attributed to improved visual clarity and navigation

• Empowered internal teams with adaptable brand assets and rollout guidelines

Final Thoughts

The transformation of Intesa Sanpaolo's visual identity was a milestone in bridging traditional finance with modern digital expectations. As Digital Project Manager, I ensured that every design decision was grounded in strategy, user insight, and business scalability.

This project proved that even legacy institutions can evolve through design—with the right mix of structure, collaboration, and creative boldness.