Investments that Pay
Creative director for ShareClub, 2022
Public companies spend to win customers and mostly ignore the ones who already own shares.
Strategy:
Financial products read as arcane to a Gen-Z market. The bet was a brand that makes holding a share feel like being in a club, youthful and playful where fintech is grey.
Design:
The name came out of a sprint. From one brand prism: the winking eye mark, sticker badges in mustard and coral, the app, out of home and the social feed.
Leadership:
I was head of brand and product at Stay.Gold, working directly with ShareClub across the identity and the product. It went to market, and the playful position separated it from the rest of fintech.
Product in Hand
A share that winks.
A winking eye for a mark, and a club badge in mustard and coral that repeats like a sticker sheet. Three phones on pink: experience shareholdership with perks. A billboard: massive perks for the modern investor.
Product in Life
Paid for what you hold.
You already own a piece of the brand you buy from most. ShareClub pays you for buying from the companies you hold shares in, so the receipt and the share certificate finally point at the same person.
Product in Culture
Owners and customers never meet.
Trading apps turned a generation into shareholders without turning them into customers. A public company knows its buyers by the receipt and its owners by the proxy statement, and the two lists never meet.
Position:
Head of Brand & Product at Stay.Gold
Services:
Research, Strategy, Design
Partner:
ShareClub
Status:
Launched, 2022