moneylion
Building a Hardworking Brand for Hardworking Americans
Fintech companies have a singular problem: their branding lacks humanity. MoneyLion had a clean, modern design aesthetic, but it didn’t help them stand out from the pack. It highlighted product benefits, but lacked a sense of community.
As their in-house creative director, I helped MoneyLion transform from a tech startup into a great American lifestyle brand. The idea was very simple: honor the hardworking people that used its product. To breathe life into the brand, we showcased the app’s many users across different touchpoints. In line with product benefits, we layered in the emotional benefits of MoneyLion and its commitment to their financial health.
I directed the company’s rebrand, brand campaigns, product campaigns, events, videos, brand lifecycle program, and social program. With a new look and feel, tone of voice, photography style, brand system, and style guide in place, I helped MoneyLion take its rightful place as a leader in the fintech revolution.
Agency: MoneyLion, New York
CREATIVE DIRECTION
ART DIRECTION
BRANDING
EXPERIENCE STRATEGY
UX/UI
PRINT
EVENTS
DIGITAL
VIDEO
OOH
Banks Take. We Give.
I concepted and provided creative direction for this video about how MoneyLion — as a financial membership — gives you much more than a bank.
what’s your finish line
We created this brand video (featuring Nascar driver Joey Logano) to celebrate the hardworking Americans who deserve a fair shot to claim their dream.
Let’s Get to Green Together
I provided creative direction for this product launch video for the Credit Builder Plus membership that allows you to borrow while you build credit.