Promoting equality through a female first finance brand
To Her Credit was started as a column created by three women working at creditcards.com who wanted to highlight the unique challenges faced by women when it came to personal finance. My team collaborated with them to create a standalone brand that would be visually different from the creditcards.com brand and could speak in a unique voice and tone.
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My Role:
Lead designer, creative manager
Team:
2 Designers, 1 Writer, 1 Engineer
Duration:
3 months
Business goal
As traffic to the To Her Credit column began to increase during 2020, the team made the decision to pursue standing up a completely separate, female focused finance brand. This would allow us to speak to the female audience in a more relevant way and focus on the specific financial needs of the female consumer.
View siteUsing a brand sprint to get team alignment
To kickoff the project, we wanted to make sure that every stakeholder's voice could be heard when it came to defining the brand for To Her Credit. Over three days the team conducted a brand sprint where we explored concepts like crafting a mission statement, exploring our values, outlining table stakes and defining our functional and emotional benefits. This al culminated in a brand document that the team could reference when creating designs and writing content.
Creating a design aesthetic that represents the brand
Once the brand guide was done, the creative team got to work visualizing the type of brand we had defined. This included things like logo, colors, fonts, web designs etc.
