A nod to Balkan eccentricity, iute's campaign shows that financial independence is having no one tell you how to spend your money. Sure, money is our business. But how you spend it is yours. The Big Idea Loans often come with sticky stipulations, but financial independence should mean not having to explain yourself. Iute needed to connect with audiences in their 40s and 50s living in rural Balkan countries. So, what do people in rural Moldova care about? → Certainly not some

I started at Oraion before it even had a name. Over the course of a year, I named the company, designed its identity, built its brand and product design systems, worked directly with engineers to shape the product, established its voice, created its illustration language, designed its marketing presence, and started building the design team around it. Three months after joining, I moved from Design Lead to Head of Brand in order to better facilitate Oraion's organizational st

Fragmented app design across the org invited an interesting challenge for Marketing. Iute's HQ is in Estonia, while our customers are thousands of kilometres away in Albania, Bulgaria, Moldova, and Macedonia. Because of App Store limitations, employees at HQ don't have the ability to download Myiute (our app). That distance created an unusual problem for our team: we couldn't reliably see our own live product. The problem began with screenshots. Myiute is our customer app, an