Greenlight: the money app for families
Greenlight: the money app for families
As Creative Director at Greenlight from 2019-2025, I led a team of brand, digital, and motion designers to drive Greenlight’s brand expression across all touchpoints and marketing channels. I drove strategic and creative design solutions for product launches, customer acquisition programs, family engagement campaigns, and large-scale brand marketing programs. I also collaborated 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.
GL on the web
I worked closely with Digital Design Director Kim Suchy to consistently uplevel greenlight.com as the brand and product evolved. We supported growth experimentation on the website, used the site as a platform for brand architecture and plan/product/pricing experimentation, published a searchable Learning Center, all through a robust and scalable website design system.
Brand meets Product
The brand design team and I worked closely with the product design team to create a cohesive experience for our users. From social to email to app, we ensured that the user would experience the same brand feel across all touchpoints. This built trust with our audience and allowed us to flex the brand from more utilitarian to more joyful, depending on application.
Pictogram Library
I led the brand design team and product design team to collaborate on a library of "pictograms," or editorialized UI elements. We used these across brand marketing touchpoints to convey key app features in a simple, scannable, and joyful way.
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)