Robinhood
Democratize finance for all. Now, do it again. And again.
That’s the mission at Robinhood. And over the course of 3+ years, I helped lead creative across brand campaigns, product launches, the company’s first international market, and an award-winning brand refresh.
Brand Refresh
A Fintech icon grows up.
As Robinhood, approached the 10 year mark, it felt like the time was right to evolve the brand to reflect it’s newly diversified product offering. (Also, everyone else had copied us.)
So in partnership with the supremely talented team at Porto Rocha, we created a more sophisticated and focussed visual system. The result– a brand that reflects the investors who have grown up with Robinhood, and an app experience that feels like a luxurious, elegant, surgically precise tool.
In conjunction with the visual system, we developed an updated brand tone of voice and personality– one that simultaneously channels the company’s rebellious roots, but speaks with the plainspoken confidence of a seasoned investor. In other words,
No B.S. No big bank jargon. Just a straight-to-the-point messaging approach delivered with the signature Robinhood attitude.
Run your money
The rise of the retail investor.
Run your money is an integrated campaign encompassing broadcast spots, several social content series, influencer partnerships, and a sponsorship with the NBA.
The audience: today’s investors have a strong desire for control and autonomy when it comes to investing
The concept: With Robinhood, you’re an investment firm of one, which means you don’t need to rely on someone else, you can run your money.
Crypto
Create the next era of Crypto.
We partnered with The New Company and Buck to create the look, feel, and personality for Robinhood Wallet– a standalone crypto app. Together, we created a product and marketing experience that feels natively digital, yet extremely tactile. This work laid the foundation for Robinhood Wallet, and proved so successful that it that shaped the core Robinhood Crypto experience as well.
Retirement
Reinvent retirement.
Retirement hadn’t evolved in 40 years in America. Robinhood became the first company to offer a retirement plan with a match. No employer necessary. I was lucky enough to be on the team that launched Robinhood Retirement. We shaped the product design and the marketing campaigns that have helped turn Retirement into one of the brand’s fastest growing products.
UK
Launch Robinhood in the UK.
Pretty straightforward directive. But the UK audience is very different compared to the US. To ensure we “got it right,” we partnered with London-based agency, The Romans to create an iconic brand moment. TL:DR - We built 13 foot Robin Hood statue and took him on a tour of London’s financial hot spots, where the brand could launch a shot over the bow of the stagnant brick and mortar establishment.
More to come…
Team - Tim Scales, Elaine Lin, Daniel Haire, Amry Kimmerly, Esther Lin, Allie Sullberg, Victor Bivol, Alma Kim, Danna Windsor, Abigail Spooner, Zane Bevan, Jon Brennan, Kelsey Kong, Travis Nichols, Chang Fuerte, Karin Ostrander, Francis Miles, Mariola Costa, Stephanie Albala, Devon Lach, Jeremy Arth, Carley Olivas, Laurent Linville, Andy Montgomery, Carlo Luetto, Naz Arandi, Ximena Keirouz