Mortar is a Property Tech startup based in London.
Developed the strategy, naming, identity, copywriting and then creative directed a team in India in the rollout of the prototype (UI).
This involved integrating business and product design; stakeholder consultations and on-boarding (including investors).
First round funding completed; in production.
The idea: This platform is a centralised toolkit for everyone involved in the management of property portfolios under £10M. It makes the process seamless and integrated - working in the background. Much like the way mortar holds bricks together.
The design then extrapolated this in to the idea of ‘things that invisibly hold bigger things together’. Colours and type were deliberately chosen to be an antidote to the property sameness out there on the market.
Lens / Medical Academy: a Healthtech startup based in London.
Working with the same team as Mortar, I developed the strategy, naming, identity, copywriting and then creative direction.
This involved integrating business and product design; stakeholder consultations; devising the best approach for investor pitching (including much of the technical writing, and creating an online interactive deck).
The idea: This is an e-learning suite of products for Healthcare, beginning with Ophthalmology (Lens). The product set had to be easily scalable, with an identity that could be rolled out across media and subject areas quickly.
Built a flexible brand architecture that allowed each brand to stand on its own (if that’s what the funding arrangement required), while contributing to the value of the whole.