How Money Works

From zero to a million copies sold. Every touchpoint of the How Money Works platform, designed and built from scratch.

challenge

Most people graduate school with little understanding of how money works, and financial advisors struggle to explain the basics in a way that actually sticks. The HowMoneyWorks team set out to fix that with an approachable, engaging educational platform built for learners of all ages. The catch was that nothing existed yet: no brand, no product, no book. For the thousands of advisors who would build their practice around it, everything had to be right.

solution

I led creative across every touchpoint of the program. That meant building the visual identity from scratch, designing the website and learning platform, illustrating an original cast of educational characters, art directing the core book, and producing motion content spanning video and Lottie animations. One visual language, deployed consistently across every format.

I designed the brand from the ground up with a clear intention: make finance feel approachable without dumbing it down. The color palette and visual language were built around the idea of building blocks and pathfinding, simple and purposeful. Primary colors were kept deliberately uncomplicated, mirroring the straightforward nature of the subject matter itself.