I worked with TapMoney to develop a brand identity that would anchor their appeal to younger audiences. The decision was based on local research that found increasing millennial interest in homeownership stunted by frustration and confusion with mortgaging processes. The research was incorporated into every aspect of the branding process. From the logo symbol to collateral material, the bright modern identity aims for quick recognizability and easily differentiates from others in the industry. In the months that followed, I helped develop marketing strategies, materials and everything from brand merch to large-scale conference booth displays.