Branding, Campaigns
The debit card turning heads: Launching a new product.

Creating branding for a new product and launching a go-to-market strategy

I led the creative efforts to launch the TotallyMoney Debit Card, a first of its kind product designed to empower customers with lower credit scores. Our mission was clear: leverage everyday spending to help users build their creditworthiness and improve their financial standing.

As a one-of-a-kind concept, we faced unique challenges in bringing this product to market. We delved deep into understanding the pain points associated with existing credit-building products and identified how we could effectively position a debit card for everyday use. The solution was to offer a simple, yet powerful tool that seamlessly integrated into our customers’ daily lives, while distinctly standing out in a crowded market.


I led the creation of the brand styling for the TotallyMoney Debit Card, ensuring that every touchpoint—from the card design to the print packaging, web experience, and marketing materials—reflected the essence of TotallyMoney while establishing its unique identity. The visual design was crafted to resonate with our target audience, combining familiarity with the TotallyMoney brand and a distinctiveness that set it apart from hundreds of other card products.

Our approach was heavily customer-centric. We conducted extensive customer research and hosted user interviews to gather valuable insights. Collaborating closely with Product, Commercial, and other functions, we developed a comprehensive marketing campaign that effectively communicated the benefits and unique features of the TotallyMoney Debit Card.


The results were remarkable. Our campaign not only resonated with our audience but also led to over 10,000 sign-ups, marking a significant milestone for TotallyMoney.

Through strategic branding, customer-focused research, and cross-functional collaboration, the TotallyMoney Debit Card has become a pivotal tool in helping customers take control of their financial futures.

ClientTotallyMoneyServicesBranding, Campaigns