T. Rowe Price

Bringing Consistency to a Trusted Brand

Recently launching a global brand refresh, T.Rowe Price set out to build a range of creative assets, systems, and new branding expressions across the business. I was contracted to work within the Global Digital Solutions (GDS) Experiences Design Team to lead the art direction and create digital illustrations + branded content to support web campaigns in the Japan/APAC region.

As a highly recognized financial services brand, the challenge was not to reinvent the visual identity, but to ensure every asset and illustration aligned with the newly established brand standards while effectively communicating information to regional and global audiences. The work required a thoughtful balance between creativity, clarity, and adherence to a mature brand system.

In collaboration with UX/UI designers, project managers, design system leaders, and key stakeholders, we prototyped a series of web campaign pages within the Beacon design system (Figma). My process included in-depth cultural research, content auditing, and deep brand immersion. These digital illustrations are some of our final Japan/APAC assets, reflecting the new visual brand, specifically curated for our Japan audiences. The result was a collection of polished, brand-aligned assets that reinforced T. Rowe Price's commitment to clarity, trust, and professionalism.