Creative Direction at First Phase
At First Phase Capital I rebuilt every touchpoint of our marketing—from a tired green logo and one-page site into a fully responsive, purple-themed design system, a new website, pitch decks, video ads and an internal culture deck. I led a team of designers, copywriters and developers to deliver a unified brand and a self-serving investor funnel that scaled our high-intent lead generation.
Vancouver, Canada
Creative Director
Marketing
2021-2023
12+
Company & Challenge
FPC helps public and pre‑IPO firms raise awareness and capital. When I joined, design output was ad‑hoc. Campaigns lacked brand consistency and investor trust signals. My task was to build a repeatable, data‑driven creative pipeline.
Objectives
1. Establish a design system for web, ads, decks.
2. Produce high‑volume, on‑brand investor materials.
3. Lift lead quality while cutting turnaround time.
50%
Faster Onboarding
7x
Lead Effectiveness
35K
Investor contacts
90%+
Design-System adoption
Approach
Branding Overhaul: We swapped the generic green for a custom purple gradient, introduced a clear six-color palette, chose the Inter font family, and defined corner-radius rules. Every icon, button and chart style came together in a shared Figma library that ensured consistency and sped up every project.
Investor Acquisition Engine: Crafted end-to-end funnels: eye-catching ads → A/B-tested landing pages → gated sign-up forms → automated email-drip sequences → CRM handoff. Every step annotated with dev notes and tracking specs so nothing fell through the cracks.
Website & UX Redesign: In six weeks we launched a new multi-page site. We simplified the main navigation, built modular landing sections (Investor Leads, Agency Services, Case Studies), and wired an interactive Figma prototype so developers could build pixel-perfect interactions. On mobile we reflowed layouts at 1280, 1024 and 360px breakpoints to guarantee a smooth experience everywhere.
The System
Investor Acquisition Engine: We crafted full-funnel campaigns; from social and display ads through featured landing pages to email drip sequences. Ad creatives and captions were tested across LinkedIn, Twitter, Facebook and niche finance outlets. Landing pages combined company overviews, project highlights and signup forms; successful leads received a welcome email followed by a four-part “Investor Insights” drip. Every screen in the flow was annotated with dev notes and test credentials, so builds shipped without questions.
Culture Deck & Onboarding: we created a 30-slide internal deck that captures our story, core values and project workflow. This deck cut new-hire ramp time in half, aligned cross-functional teams around our creative playbook, and became the go-to resource for every sales kickoff.
“Mahtab’s nickname at First Phase is the “design god,” and he is just that. A creative, focused professional with an immense skillset in all things: design, editing, content, creative, etc...”
Spencer Duke
CEO, Co-founder | First Phase Capital
Ready to Grow?
Let’s build your next investor funnel, drop me a line and let’s get started.