Brand Identity / Design System / UI Library

BNY Mellon was building and launching a first-of-its-kind multi-custodial advisory platform, integrating formerly separate technology stacks into a central platform.

We chose the name, defined the brand system, and crafted a visual identity strong enough to match its aspirations to redefine the space.

▲ Logo mark + typography + color palette

Knowing that the platform was the product, we created a fresh design language for the platform’s user interface, designed to grow as the suite of products expanded to include new capabilities.

In addition to coming up with the name, brand system, logo, and visual identity, we delivered a flexible UI component library to the product team.

▲ UI pattern library

I developed a graphic system, based on the logo and color palette, to support the marketing, visual identity, and animations.

Static graphic libraries quickly become stale, and I wanted these graphics to be as versatile as the product itself.

I designed a component-based tool inside Figma that could be used any creative team to build any pattern they need.

▲ Physical applications

▲ Digital applications

Wove launched at the annual INSITE conference, landing partnerships with investment, technology, and AI companies including Salesforce, Lincoln Investment, and Pontera.

The platform was recently recognized as a best-in-category platform by Celent.

Creative Direction
Brand Strategy
Brand Design

DESIGN TEAMDesign: Kyle Wukasch, Lindsay Farrell, Evan Davison
Agency: Critical Mass

Interested in working together? Get in touch to schedule a walk-through of my work.



Design Systems Digital brand & UI systems

Mobile + Fintech Mobile payments, PFM

Web Design Collected web design


Norwegian Redesign Ecomm UX/UI

Amex Serve Apps Product design UX/UI

Bellhop Assistant Voice Chat/TV UX/UI

Nike+ Running App Mobile UX/UI


Wove Brand identity system

With/Stand Brand identity

Leaps Experiential activation

Logos+Lettering Custom type & graphics