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Mitrefinch
Brand & Marketing
Joined as a UX designer with no involvement in brand. The existing brand was corporate red and dated — I started creating my own versions internally. Marketing didn't love the interference, but the CEO did. He moved the graphic designer into my team, and brand became my responsibility.
Role
Creative Design Manager
Timeline
2018-2020
Team
Designer reporting in
The Brand
Blue/green gradient with light and dark modes. Modern, cohesive, rolled out across everything — stationery, interfaces, website, all marketing materials. Also unified the product naming into a coherent family: MF Secure, MF Pay, MF Time, MF Account, MF Analytics.
Brand 1
Product Launches
Led creative for major product launches including MF Secure and MF Analytics. Full campaigns with brochures, presentations, and sales collateral.
Every touchpoint considered — from initial announcement through to sales enablement materials.
Launch 1
Website
Complete website reskin — same underlying structure, completely new visual layer. Faster and cheaper than a rebuild while looking like a brand new site.
Demonstrated initiative around cost savings without compromising on quality.
Website 1
Collateral
Built up a library of reusable marketing assets — the designer created base visuals during downtime, and we accumulated a huge collection used across website, presentations, and campaigns. Also built HubSpot email templates with conditional logic — marketing could configure completely bespoke emails without design involvement.
Collateral 1
Reflection
Combining all the creative roles under one team — UX, graphic design, copywriting — turned out to be a great move. Different perspectives, shared problems, natural collaboration. We had a good thing going. Larger businesses could learn from that structure.