PROJECT RECAP
I led end-to-end creative direction and UX design, ensuring the launch was seamless across physical, digital, and marketing touchpoints:
Brand identity: Designed the logo and visual system to be inclusive, professional, and approachable, adaptable across channels.
UX & digital experience: Designed the website and small business card application flow, working closely with a contract development team to implement a seamless user experience for onboarding and account management.
Credit card artwork: Developed visually distinct card designs aligned with brand identity.
Marketing campaigns: Created display ads and email campaigns to support acquisition and launch awareness.
Earniva Mastercard launched with a mission: to empower gig workers and small business owners to jumpstart their ventures. We needed a brand identity and card design that was approachable, versatile, and inclusive—appealing to a wide range of ages, industries, and entrepreneurial ambitions.
ROLES & RESPONSIBILITIES
As Creative Lead and UX Designer, I:
Owned brand design and visual identity
Designed the card application flow and website UX, translating strategy into intuitive user experiences
Collaborated directly with contract developers to ensure design fidelity and functional implementation
Oversaw marketing collateral including display ads, email campaigns, and card artwork
Presented concepts and deliverables to stakeholders, maintaining both brand consistency and user-centered design principles
RESULTS
Successfully launched a new small business credit card with a cohesive, approachable brand identity.
Designed user-friendly application flows that met the needs of a diverse small business audience.
Marketing campaigns drove engagement and awareness among gig workers and entrepreneurs.
Established a foundation for future product expansions and cross-channel campaigns.
Assets & Deliverables:
Brand identity and logo
Credit card artwork
UX design for website and application flow
Display ads and email campaigns
CREATIVE TEAM
Mimi Wilder — Creative Lead | Branding, Art Direction, UX Design
Web Dev. Team — Website & Application Development
Jason Tinurelli — Chief Marketing Officer — Brand Oversight
Logo
The logo I designed embodies a harmonious blend of sophistication and innovation and captures the essence of growth and prosperity.
Card Artwork
Drawing inspiration from geometric gradients, the credit card strikes a balance between playful and professional. Tailored for a diverse audience with varying demographics, harmoniously catering to a range of preferences.
Fonts
I chose Sofia Pro and Open Sans to create a balanced and versatile typographic identity. Sofia Pro adds personality and sophistication to the brand, while Open Sans ensures practicality and legibility in web-based applications. This pairing works seamlessly across various mediums, with Open Sans being especially suitable for email campaigns and situations requiring web-standard fonts.
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Color Palette
The color palette was deliberately crafted to showcase a bold contrast among each color and with black and white. Earniva embraces blues and greens, subtly incorporating orange as a sparing accent for a harmonious visual impact.
Website
The main objective of the website was to make it easy for customers to see how Earniva provides access to credit and can potentially help build credit, as well as match the visual style I designed for the credit card. I collaborated with a team of developers to develop and launch this website.
Email Campaigns
Being a brand-new card on the market isn’t easy. Leveraging Salesforce's robust capabilities, I created a series of captivating emails, highlighting exclusive benefits, rewards, and tailored offers.
