AML
AML
designer & strategist
 

moneyish

A fresh video approach for a brand-new media company

Inventing a video-based communication strategy to expand Moneyish’s audience engagement on Facebook and Instagram.

 
 
 

“It’s not personal finance, it’s personality finance.”

—Raakhee Mirchandani, Moneyish Editor-in-Chief in Digiday

 
 
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Finance with personality

Moneyish isn’t just about distilling personal finance into digestible articles or bottling up the day’s market performance. Moneyish encapsulates the feelings—the personality and the conversations—that we have around money. It uses pop culture, travel, wellness, and fitness as the focal point for us to consider the world through cash-tinted glasses.

 
 

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Designing for maximum engagement

Moneyish’s content and web presence already aimed directly at a social media audience, but I knew we needed to bring its word-based content to life in kinetic ways that wouldn’t sit quietly in a Facebook feed. I used strong visuals and simple text hooks to make the Moneyish content stand out from other brands on a Facebook timeline.

 
 
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Screen choreography

The foreground elements (on-screen text + subtitles) and background elements (visuals) needed to be perfectly timed to give the viewer enough time to comfortably read, watch, process, and enjoy.

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Establishing visual themes

I quickly established a brand identity package of color palettes, type guidelines, and iconography. Each video featured a warm and delightful visual language with retro vibes, designed for young ambitious professionals who’re are serious about money, but who’re looking for a wink of humor.

 
 
Plain text on a millennial pink background to illustrate main points

Plain text on a millennial pink background to illustrate main points

A viewer experience that feels like a familiar web page or app interface

A viewer experience that feels like a familiar web page or app interface

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Underlined key phrases for emphasis

Underlined key phrases for emphasis

 
 
 
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Scalability

By identifying the limitations of our timeframe at the outset of the project, I was able to build a flexible design framework that increased my publishing speed without sacrificing pointedness or clarity. All of my designs were also made into templates, to be reused and distributed to other members of the team.

 
 
Big impact with the lowest lift: stock images and video clips that could quickly encapsulate the brand

Big impact with the lowest lift: stock images and video clips that could quickly encapsulate the brand

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Each published video was quickly adapted to work for Instagram, which further extended Moneyish’s reach and fan bases. The Instagram version had a shorter, stouter format with a concise delivery.

Each published video was quickly adapted to work for Instagram, which further extended Moneyish’s reach and fan bases. The Instagram version had a shorter, stouter format with a concise delivery.

 
We eventually used the graphics and storytelling templates on longer format, host-driven videos, like this product review video.

We eventually used the graphics and storytelling templates on longer format, host-driven videos, like this product review video.

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The numbers

 

 

400%

In three short months, the video initiative garnered a 400% percent increase in average views per video.

2 seasons

Published two seasons of the Life Hacks series with Catey Hill, in addition to Moneyish’s regular programming.

40k avg

Increased the average number of views per video from 9,310 to 40,060

 
 

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