Rely
Brand Strategy
Brand Design
Creative Direction
Content Creation
Founders Carmen Beltrán and Somit Fessehazion reached out to me to talk about their joint project and start the brand development journey of 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 and that have had limited or non-existent access to financial literacy.
Rely comes along as a digital community built by womxn for womxn to create a bridge in the lack of financial growth opportunities among them, 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.
Multi-cultural diversity is at the front of the strategy and design development, understanding the reality of unbalanced access to financial resources and a wide range of experiences that flow across the public. The goal was to achieve a system that would emotionally welcome the user to dive into 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 to keep brand consistency and brand values through different platforms, but more importantly, is to visualize the individual femininity in each of their members and effortlessly suit the widest range of skin tones and textures in different setups.
