James K. Yang
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Design Language

BACKGROUND
E*TRADE had an old Design Language which had inconsistencies that didn’t align with the brand, and a brand typeface which wasn’t well designed and usable across customer and prospect platforms.

ROLE
I was the sole design lead to redesign the entire icon library, choose a new brand typeface, and design language for the brand. I worked closely with the Design Language and Brand team to implement across all channels including web, E*TRADE mobile app, Options House mobile app, and any marketing materials.

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