Empowering a New Generation of Financial Confidence. PocketPal is a digital-first brand I developed from the ground up from brand strategy and visual identity to tone of voice and audience positioning. Created with the mission of helping young people take control of their finances, PocketPal serves as a smart, approachable guide for those navigating the often overwhelming world of saving, budgeting, and investing.

I crafted the brand to speak directly to Gen Z and young millennials an audience that craves clarity, authenticity, and empowerment when it comes to financial literacy. From defining the brand’s purpose and values to designing its visual system and user experience, I ensured PocketPal felt fresh, trustworthy, and genuinely helpful.

At the heart of the platform is an AI-powered wallet tracker that helps users monitor spending habits in real time. To deepen engagement and build community, I designed a built-in portal that connects users through local interest-based groups fostering peer support, shared goals, and collective growth.

This project allowed me to fully flex both strategic thinking and creative execution combining branding, UI design, and content direction into a cohesive, purpose-driven digital experience.