Liga Stavok, a top player at the intersection of digital finance, data and sport, undertook a full redesign of its mobile app and used the launch as a trigger for the Switch to New campaign. What started as a UX/UI overhaul, fixing long-standing pain points and making the experience clearer and faster gradually became the starting point for rethinking how the master brand shows up in the market.

As Brand Strategy Lead, I led the brand and communication strategy around the redesign and built an integrated go-to-market program that tied product changes, brand narrative and PR into one story.