Creating a brand is about building a personality that draws customers in and keeps them coming back. A brand is more than just a logo, and that’s what I aimed to create with TotallyMoney.

With responsibility for all aspects of creative, brand, design, and communications—from tone of voice to visual identity—scaling the TotallyMoney brand across various touchpoints required consistency while adapting to different contexts. This cohesive approach ensured that every element worked together to reflect the brand’s values, creating a memorable experience that connected with customers on a personal level.

From expanding the colour palette to directing the motion in animations, everything had to authentically represent the company’s core beliefs. When customers align with a brand’s personality and values, they’re more likely to return, advocate for it, and build a lasting connection. While robust brand guidelines are essential, creating an environment that allowed my team to flourish and explore their creativity was equally important in scaling the brand to new heights.