01 - Selected Work
Case Studies
Selected work across fintech, civic design, and enterprise systems.
A process built
for complexity
Designing in regulated industries teaches you that process is not overhead — it is what makes good work repeatable.
Understand Before Designing
Every project starts with the wrong assumptions. I surface them before they become expensive. Research, stakeholder interviews, and constraint mapping before a single frame is opened.
At TD Bank, I ran stakeholder interviews across three audience types before opening a single frame.
Align Before Executing
Misaligned teams produce misaligned products. I run structured alignment sessions to establish shared definitions of success before execution begins.
For Little Iran, I mapped municipal constraints before any visual exploration began.
Systems First, Screens Second
A screen is an instance of a system. I design the logic, the hierarchy, the rules — so every screen inherits coherence instead of creating it from scratch.
The FIRST Insurance design system consolidated 11 years of design debt into one governed token system.
Outcomes, Not Just Output
Deliverables are not the goal. I track design decisions against real outcomes: reduced friction, faster task completion, fewer errors, clearer communication.
The Silk Road identity delivered across 2 events in 6 weeks with zero brand inconsistencies.
Designing at the intersection of clarity and complexity
I have spent 15 years designing in environments where mistakes have real consequences — financial products that move money, legal systems that govern professionals, civic infrastructure that represents communities. That pressure produces a different kind of designer. One who treats clarity as a safety feature, not a design preference.
I work fluently across product, engineering, and business stakeholders, which means faster alignment, better trade-off decisions, and fewer surprises at handoff.
My work in regulated industries has shaped a design practice grounded in clarity, accessibility, and measurable outcomes.
“I don't make things beautiful. I make complexity disappear.”
“Her dedication, speed and collaborative skills were exceptional. She is creative, highly skilled and fantastic at communicating and interpreting complexity. I would recommend her without hesitation.”
Dwayne Matthews O.C.T · TD Bank · Innovation Evangelist
“Her ability to translate complex cultural narratives into clear and effective visual systems has made her a valued creative partner. I confidently recommend her for senior-level branding and experiential design work.”
Orkideh Salehi · CEO · Silk Road Event & Orkid Gallery
Let's build
something
worth using.
Based in Toronto. Designing for the long term.
Currently available for senior and staff designer roles in Toronto or remote Canada. I respond to every message within 24 hours.
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www.fatemeh.caLocation
Toronto, Canada