Overview
TIFIN is a fintech platform that uses artificial intelligence to create and operate companies focused on addressing pain points in wealth and asset management, ultimately aiming to deliver better financial outcomes for individuals and financial professionals. They build a variety of AI-driven products for everything from self-directed investors to large financial institutions.
User need: A trusted experience across the entire TIFIN ecosystem. The previous fragmented branding across sub-ventures caused confusion and made it difficult to understand the parent company’s mission and offerings.
Business need: A strong, singular brand identity to unify its growing portfolio of products and ventures. This consolidation was essential to maximize marketing spend efficiency, support investor confidence, and establish authority in a competitive financial market.
ROLE
Brand Designer, Content Creator, UI/UX Designer
CHALLENGE
The biggest challenge was designing a flexible visual system that could support diverse product lines across multiple autonomous ventures, and convincing leadership from each to commit to a unified brand language. We also had to migrate several live digital products to the new identity without disrupting user experience or delaying launches.
APPROACH
I developed a comprehensive Brand Book that defined how the parent brand and its sub-ventures would visually relate. The playbook established mandatory visual elements, allowable variation, and guidelines for speed and consistency. Using this framework, I rolled out the new identity across all existing ventures and provided templates for rapid asset creation.
RESULTS
The rebrand eliminated previous brand fragmentation across the ecosystem and positioned TIFIN as a unified, scalable financial platform. Time to market for new assets accelerated significantly, internal design consistency improved, and the cohesive brand voice reinforced TIFIN’s valuation narrative.
LEARNINGS
I realized that success in rebranding a multi-venture structure demands that I treat the visual system not as art, but as governance. My most critical task was not design, but strategic communication: earning C-suite buy-in by relentlessly linking the master brand's structural logic to long-term portfolio growth and risk mitigation.
