Transamerica

We were approached by Transamerica to create a digital experience that would be new to the industry at that time—equating financial health to your physical health. Our goal was to create an app-based journey that users could begin at any stage of their financial “health”, and then use the app to encourage better financial decision making over time. While several creative directions were studied, the idea of “scoring” your financial health was the clear winner. The experience made finance less scary and cumbersome, and the gamification added a sense of satisfaction and achievement for users as they progressed in their journey.

My Role: As the creative lead for this project concept, I worked tightly with the User Experience leads to form a solid bond between aesthetic playfulness and the intuitive ability to navigate and execute. Art direction of the illustrative characters, animations and color explorations all helped to set the app apart from other financial institution offerings at the time. I presented this work (along with my User Experience counterpart) to the CFO of Transamerica who was enamored with the approach, loving the unexpected playfulness that the experience evoked.