Gefen Technologies
Brand + Content Strategy
As part of a major rebrand, I helped a next-generation fintech company clarify its identity and launch a new market-facing story through its website. I co-led brand strategy and authored the content architecture and copy, translating dense technical concepts into clear, credible language without oversimplifying the product. The work required deep research—from extensive onboarding documentation to academic and industry sources—to ensure accuracy and coherence. Partnering closely with the design team at Unfold, I shaped a site experience that balanced sophistication with accessibility, positioning the brand with confidence and precision in a crowded fintech landscape.
