Financial Technology
Overview
Role: Principal, Brand & Creative Leadership
Scope: Brand, campaigns, leadership communications
Focus: Clarity, consistency, scale
I partnered with Tillo during a period of growth to bring structure, clarity, and alignment to its brand and creative output.
Tillo is a fast-growing fintech operating in the employee benefits and rewards space. As the business scaled, brand and marketing activity increased but creative consistency and narrative clarity became harder to maintain.
The risk was fragmentation at the exact moment the business needed coherence:
- Campaigns existed without a clear through-line
- Brand expression varied across channels and moments
- Leadership visibility needed to better reflect business maturity
The risk was fragmentation at the exact moment the business needed coherence.
I worked closely with internal marketing and leadership teams to act as a creative anchor providing direction, not disruption.
My focus was on:
- Clarifying brand positioning and tone
- Aligning campaigns to a shared narrative
- Supportive leadership storytelling
Key decisions included:
- Focusing on alignment over reinvention
- Creating repeatable creative principles rather than one-off ideas
- Ensuring leadership communications reflected the company's ambition and credibility
This resulted in:
- Campaign creative direction across digital and event contexts
- Video and photography aligned with brand positioning
- Leadership portraiture and narrative support
- Clear and more confident brand presence
- Campaigns that feel connected rather than isolate
- A creative foundation the creative team could build on independently
