Rebranding

After Dave.com successfully closed the second seed round and found the market fit, their Chief Design Officer reached out to me to refresh the brand to accommodate even faster growth.

The Problem

HMW evolve Dave.com's current brand to cover a wider audience to acquire more users? HMW make it more trustworthy while keeping its unique personality at the same time?

The impact

Funded all future product and marketing design initiatives. User grew from under 1m to 10m. Secured Series A of $13.3 million till IPO through SPAC with a total valuation of $4 billion.

Process

First, I strategized with CDO on the refreshing direction. We decided to keep its joyful and approachable characteristics while injecting more trust.

Then, I conducted rapid user interviews. Used guerrilla research to validate thru Dave.com employees and families & friends. The majority was excited about the new direction.