WalkFit is a B2C fitness app within the Welltech portfolio. When I joined, brand consistency was near zero across paid channels: every ad used a different logo treatment, varying sizes, gradients, drop shadows, and no placement rules. User interviews and reviews pointed to a trust gap, and I identified brand inconsistency as a key contributing factor.
As Marketing Design Lead, I scoped and led the creation of a cohesive visual identity system to address this: a new logo and colour palette, comprehensive usage guidelines, and format-specific rules for every ad format and channel.
The guidelines were adopted across the marketing team and beyond. The product team rebuilt their entire logo component library based on this system, and the organic team adopted it independently.
Alongside the guidelines, we built a library of reusable performance creative templates in Figma, enabling the team to produce on-brand ads at scale without repetitive manual work.
"Sila is a highly effective and trusted team lead. She brings strong structure, calm leadership, and a genuine people-first approach. She consistently raised creative standards while improving both team performance and efficiency. Across multiple transformations, she stayed highly committed and played an active role in driving automation improvements, while also leading a multicultural team with care and clarity."