FUNDIE
Art Direction | Brand Design
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Art Direction | Brand Design
FUNDIE is a fintech app built for the next generation of money-managers, the ones who want financial freedom without the financial jargon. With a bold, minimal brand and influencer-style voice, FUNDIE makes budgeting, saving, and spending smarter feel intuitive and actually fun.
Problem
FUNDIE needed a bold way to break through the noise on social media and reach younger audiences who are skeptical of traditional finance tools. The challenge was to create a campaign that felt culturally fluent, visually magnetic, and aligned with how Gen Z and Millennials actually talk about money. This wasn’t just about awareness — it was about relevance.
Solution
To prove out the brand’s potential, I concepted and developed a full social-first campaign aimed at attracting young users. The campaign leaned into bold typography (Obviously...no, really, that's the typeface), punchy color palettes, and influencer-style messaging that felt more meme than marketing. I created a range of creative assets, from static infographics and video reel posts to poster and billboard mockups, all designed to stop the scroll, generate shares, and make budgeting feel aspirational instead of overwhelming. Real imagery, relatable humor, and confident tone of voice tied everything together.
Results
This campaign served as a proof of concept for how FUNDIE could show up online with both consistency and personality. The creative system flexed across ad formats, billboard-style designs, and social copy that spoke directly to the audience. Everything worked together to establish a bold visual identity and a playful, smart tone that could grow with the brand. The project demonstrated my ability to take a creative idea from concept to full campaign with clear strategy, a unified aesthetic, and scroll-worthy execution.
