Selling complex tech with surreal imagery
Client
FINBOURNE Technology
Role
Senior Brand & Creative Designer
Key contributions
Developed an organic LinkedIn campaign using AI-generated imagery to promote thought leadership content.
Built a repeatable system from concept to final asset using Shutterstock AI models, Photoshop, and a templated Figma workflow.
Problem
FINBOURNE builds data management software for the investment industry. The subject matter is complex, the audience is niche, and the marketing team had no creative budget for photography or production. The challenge was to create campaign visuals that cut through a LinkedIn feed full of stock photography and technical jargon.
Process
Each piece starts with a long-form article exploring an industry challenge. The marketing team pulls out key themes, then I develop a visual metaphor that communicates the idea in an unexpected way. I generate bespoke imagery through AI models, retouch in Photoshop, and apply branded elements in Figma. Every concept goes through feedback to make sure the metaphor lands without trivialising the subject matter.
Results
The campaign is ongoing, with five pieces published and more planned across new audience segments. FINBOURNE sells modern technology to an industry reliant on legacy systems, so looking innovative and forward-thinking reinforces the core message. The visuals have extended beyond LinkedIn into a dedicated campaign landing page and large-format screens at partner events.
Further projects
Refreshing a fintech brand for a new era – TotallyMoney
Launching an AI feature for language learners – Busuu
Challenging education with online courses – Created Academy
365 days of design – Personal work
Bringing brands to life through logo design – Various clients