I led the digital implementation of Permanent TSB's brand refresh, integrating their new visual identity into their established website while preserving functionality. The challenge was executing visual changes without disrupting the user experience that customers trusted.

Through collaborative workshops with the client and the external branding agency, we aligned on brand vision while setting practical parameters for digital execution. Managing expectations was crucial—helping stakeholders understand how to implement brand changes without compromising website functionality.

I conducted a thorough website analysis to identify priority touchpoints for visual enhancement. My approach balanced aesthetic transformation with technical precision through:

• Strategic reskinning: I identified key pages ready for visual enhancement, creating a cohesive transformation while maintaining user familiarity

• Technical integrity: by working closely with the developers, we ensured design changes never compromised functionality - this in turn ensured that the implemented visual updates would not require extensive code restructuring

The result was a refreshed digital presence that seamlessly blended new brand elements with existing functionality—delivering visual impact while preserving the trusted experience PTSB's customers depend on.