ConnexPay
Brand Refresh, Website Design, Event Planning
I led the marketing team at ConnexPay from Dec. 2024 through Feb. 2026. My plate was full with managing numerous contractors, budgets, and departmental needs. I did get to put my hands on and closely collaborate on a few creative things which is what I'm highlighting here.
Team of five including marketing ops, digital, events, business development, and G2M
Product naming, positioning, and marketing
Annual marketing budget of $1.25M spread across digital and event efforts
Contractors for graphic design, video production, website development, and demand generation
Brand discovery process, leading to exploratory options, followed by a refresh and full brand guide development
Hosting two high-service conferences for clients from around the world in exclusive locations (2025, 2026)
Figjam (Workshops)
Figma
Adobe Creative Suite
Hubspot
PowerPoint Design
JIRA, Trello, Confluence
Wistia (Webinars)
Notes On The Brand Exploration and Refresh
Before I was asked to lead the marketing team, I had started a brand discovery exercise as we were entering more industries with our virtual card solution. The original brand had shortcomings, including how the X was lost in the outline (resulting in some people pronouncing us "Conne-Pay") and how it didn't work well at small sizes or square orientations. We were also known almost exclusively as a travel brand, working in both leisure and business segments. Part of this project was to energize our well-roundedness while adding advertising, insurance, and embedded SaaS.
The process I led us through
As seen below, I facilitated a number of discovery and exploration workshops with executives and stakeholders. We worked through primary attributes, voice and tone, types of marks, archetypes, color palettes, and visual treatments.
We all thoroughly enjoyed the process and felt great about having done the diligence.
Where we ended up at the end
While we landed on a few really good potential rebrand options, it became clear attempting to implement one of them was going to be a significant lift in parallel with growing into these new industries and further into the European market. My recommendation was to shelve it and revisit with a future event, such as a potential acquisition of another company.
Instead, we made helpful adjustments to the existing logomark, color palette, and iconography.
Web & Social
Examples of how the brand manifested in the real world after refereshing our visual style and website.
Event Marketing
We exhibited and sponsored trade shows and events in Berlin, London, Barcelona, as well as across the US from New York to California.
Connexions - Annual ConnexPay Client Conferences 2025 & 2026
Customers from around the world came to join our intimate gatherings hosted in Scottsdale, AZ (2025) and San Diego, CA (2026). We had representatives from every part of the company present to make them high-touch and high-impact.
We also had key partners participate as sponsors at each event, bringing representatives from their organizations to deepen the conversations as well.
Project Contributors
I love bringing additional creatives in to collaborate with me when the project calls for it.
Gordo was a former colleague of mine that I tapped to help with a variety of needs we had. He participated in brand mark concepts, graphic design, and booth graphics for trade shows. www.plaidagain.com
Danny assisted with the transition of our marketing website from WordPress to Webflow. He implemented the designs and configuration of custom components. www.anan.design