Needs Finding > Brand Resonance

Through countless conversations and tests with freelancers, we uncovered various jobs to be done and were able to solidify three key value propositions for this demographic. We worked with a design and development team to turn our prototypes and our brand identity into a reality.

Once we had an alpha product, it was time to start acquiring users. I designed our branding to be friendly, memorable, and technical. I drew upon high-contrast green tones to emphasize growth and financial well-being while being mindful to avoid harsh red tones that users associate with a negative balance.

I introduced a whimsical illustration style that would make the technical, daunting aspects of financial management more approachable. The brand resonated well with users, so I moved forward to create a library of marketing materials to share the word about SumIt. We tested various ad styles and language and even developed short explainer videos to engage and entice users.