Launching a next-gen personal finance platform

IDEA:

SYNOPSIS:

Introducing the U.S. and Mexico to Tend’s unique membership model that combines financial technology with social interaction to make accessing, moving and growing people’s money easier, faster and more human.

Tend takes on a range of challenges faced by those with disadvantaged access to financial resources and education.

Built around the fundamental concepts of community, co-creation and rewards, Tend offers a new kind of banking experience, empowering members to take control of their own finances - all in one place.

A unified ecosystem for people to save, spend and send money across borders without friction.

To eliminate the stress and complexity of managing money across many disparate financial services products and increase financial literacy through real human conversation.

APPROACH:

We set out to help make finding financial wellness easier, faster and more human with a coordinated launch in the U.S. and Mexico.

As the brand’s first Creative Director, I oversaw initial branding (in partnership with Gretel), pre-launch and launch creative output, and helped manage brand partnership relations across PR, Influencers, and a stable of freelance talent – all with the brand promise to help users Be Less Bad at Money.

Because we believe that when more people can Tend to their money, things tend to get better for more people.