Greenlight Family Cash Card
As the Creative Lead at Greenlight, I spearheaded the development of the Family Cash Card and it's supplemental offering — Teen Credit. A credit card designed to support families in building and managing their credit. This project aimed to create a financial tool that not only facilitated responsible credit use but also educated families on credit management.
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As the creative lead for this project, I lead the visual development, and collaborated with the cross-functional team to ensure product positioning and go to market launch are aligned with our vision of financial empowerment.
Role: Creative Direction + Design​
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Creative Team:
Sophie Duncan (Copy Lead)
For this new product offering, our goal is to develop a more refined and sophisticated visual identity that sets Family Cash Card apart from the core Greenlight brand, while still incorporating subtle elements that connect it to the main brand.
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In order to achieve this, we leverage our existing color palette and typography, maintaining brand consistency while introducing a more elevated tone and treatment. Specifically, we emphasize black as the primary color, using it as the foundation to create a stronger, more striking visual impact. This choice helps convey the maturity and sophistication of the Family Cash Card, while still aligning with the established Greenlight aesthetic. By balancing familiar brand elements with new design choices, we aim to craft a distinct identity that resonates with the target audience.
Product launch announcement on Instagram story
Teen Credit
Following the launch of the Family Cash Card, we needed to create a separate, but related introduction to the offering of Teen Credit — where teens are able to be added as an authorized user to their parent's Family Cash Card and enabling them to start building credit before they turn 18.
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To support this, we created a new branch of the visual identity that introduces more color and playfulness to the design, and developed two distinct messaging approaches: one targeting parents and the other focused on teens. Additionally, we crafted a cohesive narrative that ties Teen Credit back to the broader Family Cash Card product.
Parent-forward language
Teen-forward language
How teen credit will join the Family Cash Card story
Teen Credit launch announcement on Instagram story
