I worked with a private equity group to develop and launch a new brand called Infinity Private Mortgages, a digital-first platform for getting private equity loans. I was the brand designer for the project, handling the brand development, website design and development, and creation of supporting materials.
Meeting with the client helped me identify and describe the user journey, and what functionality we would need in order to launch ahead of the competition.
The project began with discovery meetings where I learned directly from the client group’s experience in private lending. These conversations revealed key pain points in the customer journey—uncertainty, paperwork overload, and slow response times—which helped me anchor the brand direction in values like simplicity, speed, and digital-first convenience.
Design and market research provided the direction for both the brand identity I was creating, but also the digital experience users would move through.
I reviewed competitor websites, branding strategies, and messaging styles to find both strengths and missed opportunities in the local and regional private lending space. My research showed that many brands leaned into exclusivity or technical jargon—alienating non-expert audiences. From that insight, I recommended a positioning strategy built around simplicity and transparency.
The visual identity was intended to feel modern and young, while still meeting professional standards that investor stakeholders would expect in this type of business.
With a clear brand strategy in place, I designed a modern visual identity—logo, typography, color palette, and brand voice. The goal was to create a professional but approachable look that would appeal to first-time loan seekers and experienced investors alike. Every choice, from tone of voice to interface layout, was grounded in accessibility and clarity.
Each section was carefully designed around the research and insights I had gained, ensuring that I was delivering an engaging experience at every step of the onboarding.
I designed the full UI for the Infinity Private Mortgages platform—focusing on quick lead generation, smooth form flows, and mobile-responsive design. The UX emphasized user confidence: clear next steps, digestible language, and intuitive layouts. Each screen was created to balance technical detail with an easy user experience, helping convert interest into applications.
A key barrier I had identified involved clunky forms that competitors used. We designed the form experience so it could be done anywhere in a matter of minutes.
The client needed many supporting materials for their local marketing efforts, including brochures and posters that explained their value proposition clearly.
We experimented with other marketing channels, like billboard advertising that could be placed in strategic locations the client sought to expand their business in.
Small collateral like business cards were also created that could be rapidly ordered for the client's expanding business team.
To wrap up the project, I created print and digital collateral to support Infinity’s early marketing efforts. These included one-pagers, ad mockups, and social visuals. With a complete visual toolkit and well-structured web presence, the team quickly gained traction in their local market—demonstrating the power of good design in launching new ventures.
