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.

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.

Process

The project had multiple stages and went through multiple rounds of design before implementation.

Gather information and objectives by talking to Stakeholders

The stakeholder was the founder of MoneyGirls. She provided additional context about the brand and an overview of how the program worked.

I also worked with the copywriter who was responsible for the content. She provided a deck that had useful information like demographics, competitors and brand positioning.

The stakeholder was the founder of MoneyGirls. She provided additional context about the brand and an overview of how the program worked.

I also worked with the copywriter who was responsible for the content. She provided a deck that had useful information like demographics, competitors and brand positioning.

Research and Sketching

Once I gathered all the information and documents.
I started doing research and looked into similar services and competitors.

  • look into how similar companies message their services
  • get a better understanding of ambassador/loyalty programs
  • look into UI trends
  • create a deck with the research and early design sketches on what the layouts could look like.

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.

Final Wireframes, Implementation and QA

After multiple rounds of design changes and getting final sign-off from the founder.

I created hi-fi wireframes using the new branding elements:

  • Updated logo
  • Color Palette
  • Images and Visual Elements
  • UI Treatments and interactive States

I worked closely with the developer and provided feedback when needed.

Branding Refresh

Logo Refresh

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”.

For the refresh, the founder wanted the logo to show movement
and a less collegiate look. 


She also wanted a logo mark that was distinct on its own.

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.

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

Webpage Updates

  • 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

Landing Page

Updated landing page using the new branding elements
‍
Worked with the copywriter to make the content more digestable
‍
Minimal and clean layout

Moneybag Blog Page

  • Introduced categories and search so users can find articles easily
  • Provide easier access to other material like podcasts and social media

Ambassador Program

  • Worked with copywriter to make sure the information was easy to understand.
  • Broke up the page different visual elements and layouts so it does not feel like reading a wall of text.

MoneyGirls App Preview

  • Created Mobile screens based off UX designers prototype.
  • Teasing the app in development by showing mobile screens
  • Providing additional information on what to expect letting users signup.

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.