MoneyLion WOW

#art direction #design #branding #web

In 2024, MoneyLion launched its paid membership program with exclusive perks users can’t get with the free version of the app.

For this product, I developed a look & feel that is distinguished from MoneyLion’s everyday branding. The art direction feels premium and upleveled while also feeling modern and approachable with simple, bold graphics and an unexpected pop of purple.

The look & feel encapsulates a number of different materials including a landing page, social graphics, in-app graphics, influencer swag, animated videos, and materials promoting the “black card” that WOW users receive. To match the mood and coloring of the card, a darker, slightly darker look & feel within the WOW umbrella is used.

Art Direction: myself
Designer: Zach Hamilton
Illustrator: Dmitrii Kharchenko
Creative Director: Claudio Viera
Copywriter: Ian Luna
Animators: Bjorn Ahlstedt & Max Calarco
Producer: Devon Honeyman