I co-led Brand Creative for a hardware & software product that would transform the way people connect with their money, created as the first lifestyle fashion product by a financial institution. I developed a range of packaging prototypes and logistics, designed the logomark (provided direction for the logotype), outlined a strategic approach for partnerships, and developed concepts for web & store design.

We focused on the customer segment characterized by people who...

have the eventual, but not immediate, ability to reach long term goals

make financial decisions on emotion and intuition

value customization and authenticity

have malleable financial behaviors they are actively looking to improve

We strive to share success with our customers by re-imagining the way they can relate to their personal finances. We stand for the encouragement of financial confidence, individual engagement, and empowerment of our end consumers.

Financial illiteracy creates a need to educate people to spend and save wisely

Technology provides the opportunity for customers to better track their behavior

It's not about how much customers make or where they've spent their money, it's understanding why the customer behaves the way they do.

The first two weeks on the project designers were brought in for a design hackathon. I facilitated workshops to brainstorm product names, establish a brand brief, assemble moodboards, and kickoff logo/type iterations. Those concepts were used to lock down an aesthetic direction and eventually, a full logotype.

I developed an animation to further elevate the brand story & introduce the final logotype to the company.

We collaborated with multimedia lifestyle brand Yummertime to take the card out into the world and explore how it might show up across social media channels. Their aesthetic brought the card to life.

We wanted to tell the material story behind the cards and show how it could be expressed in ads and marketing campaigns. We paired the cards with places, people, and objects that spoke to the unique qualities of each card. Wood inlay card on the desk of an industrial designer, plastic yellow for a sunny day at the beach, navy with a bespoke pattern amongst fashion accessories.

The card went to market (independent of the software component) and was rebranded to the Elements card leveraging the Project Change visual direction as it’s foundation. The logomark was slightly altered and applied to the existing web mockups. A storefront was created for the product launch at SXSW in 2017 based on a pop up experience I created in San Francisco a year earlier.