Almond
Your Life & Finances. In Sync.
BRAND POSITIONING VISUAL IDENTITY MESSAGING
Almond was a special project led by a team inside our client, Cross River. They were developing what was a revolutionary new product at the time, a completely digital banking solution aimed at a new generation of young adults entering the workforce who, for the first time, were taking control of their own financial lives.
We worked with the team and a market research partner to develop various design target personas. We then conducted multiple rounds of A/B testing to finetune our messaging to the different groups. These studies showed that our primary target demographic showed signs of shifting value systems regarding their work/life balance. The messaging we tested that resonated most strongly was the one that redefined “wealth.”
With this target demographic in mind, we developed a bold, dynamic graphic style that is exciting and unique. The visual identity is elevated and premium. The messages and the lifestyle photography we selected embody the idea that being “wealthy” is more than numbers in a bank account.
