Product Type
Marketing Website
Contribution
Responsive 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 have a place to direct interested users to gain more information.
I created the visual identity for the app and overall brand, and led the design and strategy for the marketing website. I also contributed to the high fidelity designs of the app in collaboration with the lead app designer (case study coming soon).
Approach
A host of animal 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 drew from competitor and market research conducted prior to my joining the project to craft an identity that would resonate with teachers and students, and also set the brand apart from other educational apps. I worked with the client, facilitating brand workshops to iterate and refine. Once the visual identity 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 the whole range of K-5 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. To stand out from competitors, I selected a playful, chunky display font and paired it with another that was created with dyslexic readers in mind, complimenting it with a palette of colours that felt fresh and accessible without feeling juvenile. Curating and creating graphics with a hand drawn style added warmth and character to balance the smooth and simple quality of the animal mascots. The overall outcome received the stamp of approval by teachers as being appealing to both them and their students.
