MoneyGirls Rebranding & Visual Design

Company: MoneyGirls
Role: Product Designer
Device: Desktop
Tools: Figma, G Suite
Overview

MoneyGirls is a financial advice platform dedicated to empowering young women.
With a growing community through their social media and strategist program, they were ready to expand their offerings with a new app.

As their content and audience evolved, they sought a refreshed brand identity.
I collaborated closely with the founder, content strategist, developer, and social media team to understand the brand’s direction and identify key areas for improvement.

Team Members & Collaborators

This initiative was brought to life through close collaboration across several functions:

Founder & Stakeholder

Worked closely with the founder, who provided the initial brief, project requirements, and ongoing feedback throughout the process.

Copy Team

Defined the brand positioning and messaging, and developed content for the website and marketing materials.


Developer

Responsible for implementing the updated website and loyalty program.


Marketing Team

Offered feedback and outlined additional requirements for social media and email assets.


My Role

Collaborated with the team to shape the new brand identity. Created sketches and wireframes for the developer handoff,
and designed adaptable templates for the marketing team’s social and email campaigns.

Process

I developed a visual identity system that strengthened the brand’s personality while remaining flexible for digital use.

Brand exploration

The primary stakeholder was the founder of MoneyGirls, who shared context on the brand’s vision and program.

I also collaborated with the copywriter, who provided a research deck with insights on the target audience, competitors, and brand positioning.

Research and Sketching

After reviewing the materials provided, I began researching similar services and competitors to better understand the landscape.

  • Reviewed how similar brands communicate their services
  • Researched ambassador and loyalty programs
  • Looked at current UI trends
  • Created a deck with research insights and early layout sketches

Lo-Fi Wireframes and gathering feedback

After getting sign-off from the stakeholders and landing on a design direction. I started creating wireframes using Figma.

Ideally the wireframes should be lo-fi ( basic wireframes with simple shapes, text and placeholders). This helps the copywriter figure out what to message for that page or component.

This stage is iterative and its important to get feedback and make adjustments before moving on to hi-fi wireframes.

Application

Applying the new identity across marketing assets and digital visuals

Establishing a consistent visual style for future content and campaigns

Branding Refresh

Logo Update

For the refresh, the founder wanted the logo to feel less collegiate since
they are expanding to post graduates.

The original logo was meant to feel more collegiate
 with the use of navy blue.


The logo mark was a bird that was meant to represent financial freedom and an abstract version of the letter “M”.

Logo Explorations
-
I shared the designs with my team members
as well as some of the actual clients.

The founder liked the Italic font because it shows movement.

Overall they liked the serif font because it felt editorial.

Logomark Explorations
-
They liked the dramatic shapes of M2 and M3.

‍
Final logo shows movement and a more editorial and less collegiate.

Brand Elements

Branding elements with updated color palette that feels more energetic.

Typography: For headline a editorialized serif font paired with a monosans body copy.

Logo Animation

I also explored how the logo can look like with animation

Imagery

Using more realistic & relateble images without feeling too "stock image-y".
Ex. Showing a group setting meant to empower and show community.

Illustrations

The founder wanted the illustration to feel playful and irreverent.

The illustrations were used for Blog Posts, Emails, Marketing Collateral and Stickers.

Webpage Refresh

  • Applied updated branding elements like colors, typography, imagery and styling for UI elements.
  • Worked with copywriter on the content and made sure the messaging was easy to understand and on brand.
  • Created layouts that were responsive to ensure the layouts looked good on desktop & mobile

Email & Social Media Templates

Email Templates

I worked closely with the Founder & Copywriter on a series of emails.

I also worked with marketing to get additional feedback and provide training and best practices on how to use the templates.

The Emails were build on MailChimp. The content blocks had to be simple to manage and flexible.

I also had to provide templates for some of the graphics used that were created in Canva.

Social Media Templates

Worked with the marketing team and helped create templates for instagram posts.

The templates had to cover a variety of different topics.

Provided training and best practices on how to use the templates.

Infographics

The project happened right when Covid started. It was a time of global health and economic instability.
Financial literacy was more important now than ever and the core demographics of this platform was affected.
We created Infographics to reflect the changes that were affecting Gen Z.

Takeaways

  • The challenging part was logo rebrand and updated brand elements since the founder had specific directions.
  • Overall the founder was happy with updated branding and brand voice.
  • I had to simplify the templates for emails and social media so they would be easy to manage by the marketing team.