Refreshing a fintech brand for a new era
Client
TotallyMoney
Role
Senior Creative Designer
Key contributions
Led the creative team with the Senior Copywriter, driving the brand refresh from concept to delivery.
Managed brainstorming, task delegation, feedback, and stakeholder alignment across CRM, paid ads and landing pages.
Problem
TotallyMoney’s previous TV ad didn’t align with its brand identity. A new ad, telling a relatable and emotive story about climbing toward a better financial future, set the tone for a brand refresh. The challenge was to reflect this new visual language across all channels while aligning it with the existing brand identity.
Process
After analysing the new ad, we defined some core values which shaped our updates to CRM, landing pages, and paid ads. We repurposed visuals from the ad along with additional new assets, using warmer colours and relatable character illustrations. Weekly check-ins with the creative team and stakeholders ensured alignment while keeping up with the fast-paced timeline.
Results
The goal was to maintain performance while evolving the brand’s identity. On top of achieving that, the project delivered a 20% increase in welcome email click-through rates. It also shifted the brand from a corporate navy-and-grey aesthetic to optimistic, inviting visuals with more personality — laying scalable foundations for future growth.
Welcome email
Product shot
Paid ads
Email content blocks
Campaign landing page
Spot illustrations for email & product
Office branding
The TV ad that inspired the brand refresh (provided by external agency)
Further projects
Launching an AI feature for language learners (Busuu)
Challenging education with online courses (Created Academy)
365 days of design (personal work)
Bringing brands to life through logo design (Various clients)