Aspiration: The Green Way to Shop
Aspiration is a purpose-driven fintech brand offering sustainable banking and investing—where every dollar spent or saved contributes to environmental and social good, with transparent pricing and impact measurement built right in.
Aspiration came to us for visuals as part of a campaign to introduce the brand as a green alternative to banking. I art directed the scenery in this project and helped push the visuals to shed light onto the brand's mission and core values. This campaign stresses the importance of shopping with a conscious mindset, including being aware of your carbon footprint and society's impact on nature.
These visuals and assets strive to display the integration and intersection of the precious natural world and banking. This was a challenging and rewarding project. This campaign is referred to as the nature card campaign, and is an example of Aspiration's ideal brand awareness: full, HD depictions of nature, with a clear view of the product. Together they suggest a strong, unique intersection of nature and spending.
The Deliverables: Nature Campaign
Delivered assets include promo and non-promo copy, 1x1 and 9x16 sizing. Messaging focused on concise, clear wording. All assets shown here started in 3D and were brought into design software for their final text treatment.
Animation
This project was taken a step further by animating the nature scenes. I spent time studying and recreating a butterfly's movements upon landing. We aimed to create animations for all 4 vignettes, creating a completely immersive, striking environment.
On the right is an early-stage render; on the very right is an early concept before the flat-lay composition was introduced and refined.
Clean Money Campaign
This campaign is perhaps more refined and targeted; the goal was to look into the idea of nature, visualized as a distilled, isolated specimen rather than a full-bleed vignette like in the nature card campaign. My intent was to push for a type of visual pun collection, but still aiming to demonstrate strong messaging along with the visuals. Topics include planting trees, reforestation, and carbon footprint messaging.
Final Deliverables vs. Early Sketches
Concept: Swiping = Growing
The goal with these visuals was to communicate the concept of swiping a card and what that would entail with Aspiration. I pushed to achieve a literal result, keeping viewers exactly where I'd want them: within nature. I created a conceptual card swipe device that would light up upon swiping, allowing for nature to grow as the card ran through.
Other concepts included exploring nature overtaking and integrating with the Aspiration card. Plenty of these made it into the final deliverables, shown in the next section, after these examples below.
Final Deliverables: Clean Money Campaign (continued)
I wanted to push for a cleaner, more sterile and isolated presentation of nature along with the product. Along with bold, present typography in a sort of "ticker tape" layout, these visuals are wild yet contained, much like the other concepts above, yet unlike the nature campaign vignettes with full-bleed backgrounds.
