Rely Brand Concept

Brand strategy. Creative direction. Graphic design. Content creation.

Founders Carmen Beltrán and Somit Fessehazion, reached out to me to start the brand development journey of their joint project Rely.

The aim was to build a brand that would speak to women of diverse cultural and social backgrounds in Sweden with a complex relationship with money that have had limited or non-existent access to financial literacy, regardless of their ethnic background and age.

Rely comes along as a digital community built by womxn for womxn to create a bridge in the lack of financial growth opportunities for womxn, by focusing on sharing resources, building healthy habits to track numbers, and wellbeing.

Their aim is to help womxn beyond their net worth by offering tools, simplifying concepts and democratizing financial literacy from the perspective of women of very diverse backgrounds.

Multicultural diversity awareness is at the front of the development of the design and strategy, understanding the reality of an umbalanced access to financial resources and a wide range of experiences that flow across their customer personas. The goal was to achieve a system that would emotionally welcome the user to dive in to resources and tools that can often be overwhelming or even traumatic, offering a visually calming and pleasant experience without muting out the human character behind Rely.

A photo treatment was created in order to keep brand consistency and brand values through different platforms but more than anything to visualize the individual femininity in each of their customers and effortlessly suit the widest range of skintones and skin textures in different setups.