Callsign Banking Demo White-Labelling & Redesign

Product design

Sep 23, 2025

Project Duration

2 Months

About the project

Callsign needed a white-label demo system that could be customised for prospective clients like Lloyds and Bet365. I led end-to-end design across brand identity, UX flows and a scalable component system, delivered in phases from art direction through to engineering handoff.

Live Website

Who for

Callsign is a digital identity and authentication company that protects online payments and transactions for banks and financial institutions worldwide.

My Role

Senior Product Designer, Led end-to-end product design, covering UX, visual design, brand direction, and the full demo environment rebrand.

Collaboration

I ran and led workshops across design, product, and go-to-market teams, covering art direction, experience theming, and overall demo storytelling. It was the first time these teams had aligned on how Callsign should look and feel to prospective clients.

The Problem

The Callsign team was spending excessive time and effort creating bespoke demo experiences for potential clients, resulting in a significant amount of resource being diverted away from core product work. Callsign approached us to create a white-labelling system for the platform, enabling them to build bespoke demo environments for clients such as Lloyds and Bet365.

Discovery

Process & Approach

Discovery workshop to better understand the current demo platform

The project started with an art direction workshop bringing together design, product, and commercial teams. We audited competitor demos and mapped where Callsign’s experience fell short.

Mapping out core screens and enhancing the overall UX/UI

We mapped out the core screens and identified opportunities for improving the overall flow for the end user, although the demo would be used internally, it was important to ensure it met the industry standard for the designs.

Platform brand extension

We also highlighted early on, through rough concepts on how the brand of the company would be translated into the platform. Ensuring there was a system in place for adapting the platform to various brands it was important to identify which elements of the designs had to be adaptable.

Define

Key issues

The following are the key problems that were identified that we felt needed attention.

Demo environment visually outdated

Although the mock bank showcased the value of the platform, it felt misaligned with Callsign’s product maturity, creating a credibility gap before the pitch even began.

No guided narrative to showcase the platform

There was no clear story as the team were showcasing the platform. Prospects explored without context, making it harder for sales to control the conversation.

Developer dependent

Even small changes required engineering, slowing down customisation and reducing agility in sales moments.

Develop

A clear design system

Design library

As the design progresses we created a comprehensive design library to build out the rest of demo environment.

Switching between various brands to showcase how it caters to various industries:

Delivery

An adaptable demo environment to various industries

A White-label design system for the mock brand

We created a white label design system that allowed Callsign to customise the platform using predefined colours and imagery, enabling them to present versatile, tailored experiences for different customers.

Improving the flow and user experience of the platform

We refined the platform’s user experience to ensure a seamless journey, aligning with core user needs while following established design patterns. This allowed Callsign to present a clearer, more intuitive product experience, helping clients quickly understand the platform and confidently navigate key flows during demos.

Outcome & Impact

"We feel much more confident to present our platform to potential customers, we have received a higher positive impression"

The redesigned demo launched ahead of a major sales push and immediately changed how Callsign showed up in enterprise conversations. The work gave the go-to-market team a polished, story-driven experience they could rely on.