Thought Machine

A B2B fintech sits between two worlds: the rigour of finance and the pace of technology. Thought Machine needed a brand fluent in both, built to scale globally, and distinct from its competitors.

I joined as a Designer and redesigned the brand in my first year. As Senior Designer I established the design function: its hierarchy, its budget and global quality assurance. In 2024 I became Head of Design, owning design delivery across the company.

It starts with the logo: a geometric mark built around people, culture, banking and payments. A gradient spectrum around it adds the warmth and play of technology. Rigour and warmth in one system, built for corporate scale and unlike anything else in the category.

A brand only holds if the people running it are set up to hold it, so I built the function around the identity. A hierarchy, a budget and a global QA process made design a function, not a service desk. Templates and timesavers meant every regional rollout started from a system, not a blank page. A custom request dashboard turned a stream of asks into a managed pipeline.

Then I widened what design could do. I upskilled the team in motion and video and built an in-house studio for video and podcast production. And I worked with Marketing to measure what ads and campaigns actually did, then designed from the answers: redesigned lead forms, a redesigned website, an infographic series for the BDR team.

From the M2020 stand to the quarterly investor report: the brand across events, product videos (with Mummu Studio), the LM system, the external demo suite and documentation hub apps, and every brochure, deck and social asset in between.