As Creative Director at Greenlight, I lead a team of brand, digital, and motion designers to drive Greenlight’s brand expression across all touchpoints and marketing channels. I drive strategic and creative design solutions for product launches, customer acquisition programs, family engagement campaigns, and large-scale brand marketing programs. I also collaborate with the Product Design team to activate the brand in the app. Here's a glimpse of the brand!

Joyful authenticity
Photography is the hero of the Greenlight brand system. We capture real, authentic moments of joy and connection powered by Greenlight. The photo treatment features warm, high-contrast lighting, vibrant spirited colors, and a textural grain that deliver on the brand’s approachability and optimism through a bespoke point of view. Detailed wardrobe and set styling creates modern family and teen environments that are aspirational, yet accessible.

Logo & design system
The wordmark leverages both uppercase and lowercase letterforms to demonstrate Greenlight’s commitment to all ages. The logo is built from simple geometric shapes, reflecting how Greenlight makes finance and safety easy and accessible for all families. The dot of the “i” is a square with rounded corners, establishing the base of our design system.

A fresh palette
Teal is Greenlight's signature brand color. She's bold. She's vibrant. She's one of a kind. She stands out without trying. An extended color palette opens the range of brand expression with a set of lighter colors and darker colors that allow Greenlight to adapt to various contexts and celebrate our brand values: approachable, aspirational, trustworthy, and ageless.

Greenlight Brand Design Team: Helen Dear (Creative Director), Josh LaFayette (Associate Creative Director), Caroline Shyu (Art Director), Kim Suchy (Digital Design Director), Julianna Cvetetic (Brand Design Lead), Gabby Parris (Senior Brand & Motion Designer), Ryan Fuller (Senior Brand Designer)

Helen Dear

Contact
hddear [at] gmail.com

Social
LinkedIn, Instagram, Working Not Working

Made with 🖤 
in Atlanta

© 2025 Helen Dear
All rights reserved