Context

Digital financial products live or die on trust, and trust starts with language. When the experience is new to users, clarity and voice are as functional and necessary as the interface itself.

Contribution

As copy lead for VIU by HUB, I shaped the brand’s voice from the ground up — developing language standards, UX copy and interface messaging across the full product experience, from early testing through launch and expansion. I worked closely with Bain (who led the strategic engagement) and the broader product team to ensure the voice held across every touchpoint.