Ascent’s Branding Refresh
Ascent’s branding refresh involved exploration of different concepts that matched the innovative nature of the company values and product offerings. I wanted to tell a story within the brand that provided opportunities to delight users while using the product, especially in a process as complicated and potentially stressful as receiving funds for school. Having interviewed students with mood boards and mockups, I continued with a brand that used space imagery to tell the story within the products and marketing materials. After developing the brand over time I created a brand story presentation for current and new employees within the company so that all could understand the brand and promote unity within our messaging.
Iconography
When redesigning the loan application process there were 4 distinct phases of the application. This presented an opportunity to tell the brand story within the loan application process and delight the user with subtle “easter eggs” along the way. I wanted to present users with “Aha” moments along the way of their application. This presented an opportunity to distinguish different product types from one another with identifiable names and iconography.
Ascent’s Brand Voice & Persona
When redesigning the loan application process for Ascent, one of the first improvements I focused on was creating a more conversational experience giving users a sense of a dynamic question-and-answer flow. This shift allowed us to engage users more naturally while guiding them through what could be a stressful process. It was essential to establish a tone of voice that felt both approachable and reassuring, helping users feel confident in their responses at each step.
Once the UX copy was in place, the marketing and UX teams collaborated to develop a brand persona, "Haley," who embodied the voice and values of Ascent. This persona became a cornerstone for the brand's communication strategy, ensuring consistency across all touchpoints. We then shared the persona across the company, providing a clear, unified point of reference for all team members. Whether writing copy, responding to customer inquiries, or crafting marketing materials, everyone had a shared understanding of the brand’s voice, which helped reinforce trust and coherence in every interaction.
Brand voice before and after
Before the rebrand and redesign of Ascent’s products, the language used to communicate with users was heavily influenced by industry jargon. However, after I conducted several user studies with college students—Ascent’s primary audience—it became clear that a significant number of students didn’t fully understand the repayment terms they were being presented with. This insight highlighted a key opportunity to simplify the experience.
To address this, I added clear, concise definitions of the repayment terms directly within the application. I simplified complex financial language into easy-to-understand terms, making it more accessible for users. As a result, I saw a significant improvement in user comprehension and a notable increase in conversion rates during this critical phase of the application. Additionally, I streamlined the content, which helped users complete this section more quickly, reducing the overall time spent in the application. I applied this same approach across other phases of the experience, ensuring a more intuitive and efficient journey for students.
Evolving the brand persona
After defining Haley as the guiding voice for the website and application copy, it became clear that we could take the brand further by introducing Haley as a customer-facing mascot. To bring this vision to life, I collaborated with and mentored a group of talented 4th-year graphic design students at Azusa Pacific University, launching a branding competition that invited teams to explore and expand upon the Ascent brand—including the mascot concept.
Savannah Hanson and her team of fellow students stood out with their creative interpretation, developing several illustration concepts for Haley. Their work culminated in the creation of the original bust of Haley, which became a key visual representation of the Ascent brand. This collaborative effort allowed us to not only bring the mascot to life but also ensure that Haley resonated with users in a way that felt authentic, engaging, and aligned with the brand’s voice and values.
Haley evolution continued
Building on the work with the students at Azusa Pacific, I saw an opportunity to expand Haley’s presence across web and marketing channels. To bring this vision to life, I sought approval from our UX Director and CMO to collaborate with talented illustrator Haixin Guo. Together, we developed a series of new assets that not only brought Haley to life in new ways but also enriched the brand story. These additional illustrations provided fresh touch points for engagement, creating new opportunities to delight users and strengthen the emotional connection with the Ascent brand.
