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Iordanis Passas, creative director, graphic designer and UI designer

About Iordanis Passas, creative director, graphic designer and UI designer

I've spent years on brand identity, typefaces and interfaces, mostly for fintech, gaming and publishing. Now I design with AI and build my own products.

I've run design at the prop trading firms MyForexFunds and ATFunded, and worked in Athens, London, Berlin and Malta. I draw typefaces, I mentor designers on ADPList, and I run RUCF, a UX research project.

Experience

  1. 2026 – now

    Creative Director

    MyForexFunds

    I look after the brand, campaigns and creative direction.

  2. 2024 – 2026

    Art Director / Graphic Designer

    ATFunded

    Led the creative team and looked after how the brand looked everywhere: website, emails, ads and social. Art directed the website and landing pages, including educational pages for traders. Worked with marketing and management on launches, promotions and discount campaigns.

  3. 2013 – now

    Graphic & Type Designer

    Freelance, ipassas.com

    Logos, identities, reports, packaging, UI and my own typefaces. I mentor designers on ADPList, mostly on portfolios and typography.

  4. 2022 – 2023

    Creative Director

    MyForexFunds

    Led a remote team of designers through two rebrands and a new website, and ran A/B tests on design changes. Designed the brand identity and the trader dashboard.

  5. 2021 – 2022

    Creative Team Lead

    Netcompany-Intrasoft
  6. 2020 – 2021

    Graphic Designer, freelance

    Netcompany-Intrasoft, Athens
  7. 2015 – 2021

    Graphic Designer, freelance

    Ingenno Design, Berlin
  8. 2018 – 2020

    Graphic Designer

    AbZorba Games, Athens
  9. 2016 – 2018

    Graphic Designer

    Redorange Image Consultants, Malta
  10. 2015

    Graphic Designer

    THEASIS Communication, Athens
  11. 2015

    Graphic Designer

    Artware, Kavala
  12. 2014

    Graphic Designer

    MSB Visual Communication, London
  13. 2013 – 2014

    Graphic Designer

    THEASIS Communication, Athens

Built

  1. Research

    RUCF, the Real User Cost Framework

    rucframework.com

    A UX method built around one problem: what users say about a product and what they actually do rarely match. It mixes user research with AI-assisted analysis of behaviour data and scores a product on UX dimensions through measurable signals. Paper: Measure the divergence, not the agreement (Zenodo).

  2. Own product

    Trackilero

    trackilero.com

    Tasks, time tracking and leave for small teams. Subtask hours add up correctly, leave comes off capacity, and it does client reports and invoices.

  3. Own product

    DAB&PLAY

    dabandplay.com

    A music player that saves YouTube tracks and playlists into your own library. No ads.

  4. Game studio

    Syndicates BOO Studio

    syndicatesboostudio.com

    My independent game studio.

Skills

Design

Creative direction, brand identity, type design, typography, UI and UX design, product design, design systems, art direction, editorial and packaging design, prototyping, A/B testing.

Tools

Figma, Adobe Illustrator, Photoshop, InDesign, Paper. IBM Design Thinking workshop facilitator.

Also

HTML, CSS, JavaScript, WordPress and Firebase. I build working products with AI tools.

Education

  1. 2022 – 2023

    Designing and Building AI Products and Services

    Massachusetts Institute of Technology (MIT)
  2. 2013 – 2014

    Graphic Design

    University of the Arts London
  3. 2011 – 2013

    Graphic Design

    IEK DOMI

References are available on request, directly from any of my former employers.