Get to know Tina Martin, the Senior Designer at Mole Street, as she shares insights into her expertise, current projects, and what inspires her. Tina's journey from traditional print-based marketing to crafting compelling web experiences showcases her dedication to brand amplification and user-centric design. She highlights her role in delivering visually appealing UI designs and collaborating with clients to elevate their digital presence. With a focus on detail-oriented design and a passion for travel, Tina embodies Mole Street's value of curiosity and brings a unique perspective to her work.
1. How would you sum up your expertise?
I’ve spent the last (almost) 10 years helping companies amplify their brand. Early in my career, I was focused on print-based traditional marketing, where I had the opportunity to work with clients like the Sandy Rollman Ovarian Cancer Foundation and the University of Pennsylvania, creating rail campaigns, direct mailers, billboards and more. As my career progressed, I transitioned into branding, engaging with a variety of industries, including restaurants, beer gardens, community spaces, and various small to mid-size companies. This evolution naturally led me to explore avenues for brand amplification, resulting in the development of design collateral for an array of in-person events and festivals.
Currently, I’m still involved in brand elevation, but now directing my efforts towards crafting compelling and engaging web experiences. Embracing the multifaceted nature of the design space has afforded me the chance to refine skills and expertise that might otherwise have gone unexplored, enriching my journey in the process.
2. What type of work do you lead at Mole Street?
As a senior designer, my primary focus is to deliver visually appealing UI designs that not only align with our clients’ brand identities, but also cater to their overall goals and user needs. I also actively contribute to internal initiatives aimed at enhancing efficiency and effectiveness within our design team. This includes streamlining workflows, implementing best practices and documenting processes.
3. What types of clients do you support the most?
Currently I’m focused on supporting clients who are passionate about improving their website and overall digital experience in order to work smarter for them, and work more effectively for their users. But I don’t do it alone! I love getting to collaborate with our web strategy and development teams to transform our shared vision into a reality. Throughout my career, I have had the privilege of working with diverse clients, ranging from fruit importers to credit unions, which always leaves me learning something new!
Some highlighted projects that I’ve loved include:
4. What is a current project you’re working on?
Currently, I’m leading design for a higher education institution going through a large digital transformation. This includes working with the client in a design workshop to understand likes/dislikes and general direction to see where we have opportunities to elevate their current brand and really make the site stand out amongst their competitors. This also includes creating a robust design system which maps out UI design for all the building blocks of a website, such as button styles, form fields, text styles, color styles, image treatments, icon style, and more. I’m nearly through the design process for this particular client, and as always, I can’t wait to see the finished product out in the world!
5. What do you enjoy most about your work?
I enjoy getting to create work that makes a difference. It’s always satisfying being able to witness first-hand the direct and tangible impact our work has on our clients and their users.
6. What is your superpower?
By nature, I am an inherently detail-oriented, thorough, and meticulous individual (some might say neurotic, but that’s neither here nor there) and I believe these qualities serve me well as a designer. My attention to detail allows me to maintain high standards and remain focused on the ultimate goal of consistently delivering quality work for our clients.
I believe my detail-oriented nature also allows me to approach design not only creatively, but also from a system-driven mindset, which ultimately helps me to create websites that are not only visually appealing, but also sustainable, flexible and consistent.
7. What’s one Mole Street value that has special meaning to you? Why?
Curiosity. I believe a large part of becoming a successful designer is the ability to remain curious and adaptable in response to new technologies, trends and user needs.
8. What’s inspiring you now?
Travel is something that’s always been a constant source of inspiration for me. Exploring new places, trying new things, and meeting new people fuels my creativity and leaves me feeling inspired. Last year, I had the opportunity to visit the Netherlands, Belgium and France, but I’ve also been fortunate enough to travel to Spain, Ireland, Canada, Germany, Austria and Switzerland (but don’t ask me to pick a favorite 😅). A highlight includes attending Oktoberfest in Munich in 2019!
9. What is one fun fact about you?
I share a birthday with Jimi Hendrix and Bruce Lee! (Sagittarius squad)
10. Where can we catch more of your expertise?
My personal website is in a constant state of ‘WIP’, but you can head over to Dribbble to catch a glimpse of what I’m up to!