My role
Product & Brand Designer
Led end-to-end design from brand identity to website, pitch decks, and marketing assets.
- Defined brand positioning and visual identity
- Designed conversion-focused website
- Created pitch decks for investors and sales
- Developed marketing and ad creatives
- Structured product communication for onboarding
Problem
The product was complex and difficult to communicate to non-expert SMB users.
- Low clarity of value proposition
- High trust barrier (financial product)
- Lack of structured onboarding
- Inconsistent brand and communication
Approach
Designed the experience as a conversion funnel:
from first contact → understanding → trust → action.
- Simplified financial concepts into clear narratives
- Introduced “how it works” flows to support onboarding
- Structured website as a sequence of conversion modules
- Aligned brand, product, and marketing communication
Impact
- Increased clarity of product offering
- Reduced friction in onboarding flow
- Improved trust perception for financial product
- Enabled more effective sales and investor communication
- Created scalable brand and marketing system
Brand identity
Designed a visual system based on modular geometry to express:
clarity, flow, and financial growth.
- Built a distinctive and recognizable brand language
- Translated abstract financial concepts into visual patterns
- Ensured consistency across all touchpoints
The brand aims to distinguish itself by evoking simplicity with primary geometries, primarily the circle, to create a new language that speaks of direction, movement, flexibility, growth and frictionless flows—values on which the LIQI brand is founded.
Design System
- Defined typography, color system, and components
- Created reusable visual patterns for scalability
- Ensured consistency across product, website, and marketing
Marketing & Campaigns
Designed visual assets and campaigns to communicate product value quickly and clearly.
- Created ads tailored to SMB audience
- Focused on clarity over technical complexity
- Built scalable visual system for campaigns
Pitch Deck
Designed investor and sales decks to communicate product value and business potential.
- Simplified complex financial model into clear storytelling
- Structured information for fast understanding
- Supported fundraising and client acquisition
