Product Type
Marketing Website
Contribution
Desktop and mobile designs, visual identity, custom graphics, photo sourcing and copywriting
Goal
Schoolhouse Moolah is a tool used in schools in the United States used to teach children about financial literacy. With plans to release the app in Fall 2025, the client wanted the marketing website up and running leading up to the launch to direct interested users.
When I joined the project it was already underway, with another designer having already completed the research, strategy and wireframe phases for the app. I created the visual identity for the product and overall brand, created the high fidelity designs for some of the app (separate case study to be published soon), and led the design and strategy for the marketing website.
Approach
A host of characters were provided by an illustrator, and from there I crafted a memorable and unique visual identity by selecting typography, a colour palette, and both sourcing and creating graphics. I worked with the client to iterate and refine, and once it was solidified, and the app designs were underway, I moved on to design the marketing website.
The client had a lot of content they wanted to include on the site, and I worked with them to strategize and build a flexible sitemap that allowed us to adhere to our tight launch timeline while also considering future growth and needs of the site. From here, I created wireframes, wrote copy, and then created high fidelity designs for desktop and mobile, building out re-usable blocks to ensure consistency and ease during development.
Design & Outcome
Designing an identity that would appeal to a wide age range of children as well as teachers was more challenging than I anticipated. Teachers informed us that children would quickly lose interest if something felt "babyish", but we also needed to ensure it was accessible and friendly for children as young as five. Additionally, I wanted to create a memorable brand that differentiated it from competitors. I selected a playful, chunky display font and paired it with another that was created with dyslexic readers in mind, and complimented it with a palette of colours that felt contemporary and accessible without feeling juvenile. Curating and creating graphics and icons in a hand drawn style that had some similarity to a chalkboard helped to add warmth, character and add to balance the smooth and simple quality of the illustrations. The overall outcome received the stamp of approval by teachers as being appealing to both them and their students.
