Objective
Refresh the MoneyMutual brand to help it reconnect with its audience after the departure of longtime spokesperson Montel Williams.
Refresh the MoneyMutual brand to help it reconnect with its audience after the departure of longtime spokesperson Montel Williams.
Challenge
The exit of Montel Williams left a significant gap in MoneyMutual’s brand identity, causing confusion and eroding trust among consumers. Revenue declined, and marketing was effectively put on pause.
The exit of Montel Williams left a significant gap in MoneyMutual’s brand identity, causing confusion and eroding trust among consumers. Revenue declined, and marketing was effectively put on pause.
Approach
I led a strategic brand refresh that began with a discovery phase analyzing the trust signals Montel had provided. From this, I developed three new brand pillars: authority, trust, and compassion.
I led a strategic brand refresh that began with a discovery phase analyzing the trust signals Montel had provided. From this, I developed three new brand pillars: authority, trust, and compassion.
I then conducted a full audit of existing assets and created updated brand standards to preserve remaining brand equity. All marketing materials—web, TV, email, and digital—were rewritten and redesigned. I also introduced new channels and strategies including:
+ A browser-push notification strategy to augment automation
+ A Google My Business presence to combat competitor keyword squatting
+ New TV spots to reestablish visibility and credibility
Outcome
Organic and direct traffic increased post-relaunch, and the browser-push channel became a reliable revenue driver.
Organic and direct traffic increased post-relaunch, and the browser-push channel became a reliable revenue driver.
Role
Brand Strategy, Creative Direction, UX/UI, Copywriting, Campaign Development
Brand Strategy, Creative Direction, UX/UI, Copywriting, Campaign Development
What I led
Brand Standards & Visual System
UX/UI Design and Wireframes
Web Copy & Email Messaging
TV Creative & Production
Browser-Push Automation
Graphic Assets & Motion Design
Video Production & Direction
Project Management
30 second TV Spot created completely in house.
Home page mocks created in Adobe XD: Desktop & Mobile Viewports. Live version with welcome video can be seen at MoneyMutual.com
Home page mocks created in Adobe XD: Desktop & Mobile Viewports.
Email A/B test template mocks created in Adobe Photoshop.
