Paymytuition
I was tasked with the 0-to-1 brand launch for PayMyTuition, a high-stakes fintech vertical within the MTFX Group ($10B+ annual transactions). The goal was to disrupt the traditional international tuition market by creating a digital experience that felt faster, simpler, and more transparent than a bank. I led the visual identity and UX strategy to bridge the gap between 20 years of institutional expertise and the expectations of a modern, global student base.
Brand Strategy & Visual Systems
0-to-1 Product Design & UX
Digital Growth & AEO Strategy
GTM (Go-to-Market) Enablement
Founding Designer & Brand Strategist
Outcome: Created the 0-to-1 brand identity and digital experience for a cross-border payment platform that now services thousands of educational institutions globally.
The Challenge
MTFX Group needed to spin off a dedicated vertical for international student payments. The challenge wasn't to design a logo, it was building a brand that felt secure enough for $50k wire transfers, yet simple enough for a student to use on their phone in a different country. We had to move from a "test phase" concept to a market-ready platform at high velocity.
The Strategy & Execution
- Trust-First Brand Architecture: I developed a visual identity that balanced the stability of a financial institution with the approachability of a modern tech startup. The "P/T" icon was engineered for high-utility, functioning as everything from a favicon to a physical trade show booth asset.
- Conversion-Optimized UX: Moving beyond static design, I mapped a user journey focused on transparency and speed. I led the UX/UI design in Adobe XD, creating a high-fidelity blueprint that streamlined the handoff to the engineering team and reduced development friction.
- 360° Ecosystem Growth: To support the GTM (Go-to-Market) strategy, I scaled the brand across every touchpoint; investor decks, multilingual marketing collateral, trade show experiences, and digital ad suites. This established a unified brand voice as the company scaled.
The Result
The visual DNA I established helped PayMyTuition transition from a niche offering to a global leader. Today, PayMyTuition is a preferred partner for universities across North America, integrated into major ERP systems like Workday and PeopleSoft, and part of a group processing over $10B in annual transactions.
