Repositioning and Redesigning Onboard

Led creative direction and content across a full consumer refresh, from new web pages to a redesigned App and Play Store presence.

412% Increase in website views in the first week

82% Engagement rate increase in the first week

Year 2026

Category Branding & Content

Role Product Marketing Manager

Team The Agentics - Product Designer, Brand Designer (and me 😉)

Skills

Creative Direction Brand Positioning Content Strategy UX Copywriting

Onboard's refreshed Personal page: “Your money, minus the worry”. Send globally, spend freely and receive money easily.

The Agentics to the rescue A joyful woman in a red striped top, arms stretched wide against a blue sky.

Brand imagery for the Onboard consumer refresh

01 · Challenge

Onboard’s consumer experience still looked and read like just a crypto app. If global professionals who earn in USD, EUR and GBP, and also made payments with our Flex Cards, were going to trust us with their transactions, every page, every screen and every store listing needed to be upgraded to show that well

02 · Our Approach

We rebuilt the pages people see before they sign up

We rebuilt the consumer experience, starting with the pages and screens people see before they download Onboard

What I Did

Led creative direction and copywriting across the full consumer site refresh, including the Personal Page, Global Accounts page and Cards page
Repositioned messaging on every page to reflect Onboard as a stablecoin neobank for global professionals, moving away from crypto-first language
Directed the App Store and Play Store redesign, rewriting screenshot copy and visuals to lead with clarity and outcomes rather than features
Coordinated with design and product teams to ensure consistency between the new web pages and the in-app experience
Used old screens and copy as a baseline to sharpen what needed to change, keeping what already worked and rewriting what didn't

03 · Personal Website Refresh