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Venmo "The Social Way To Pay" Campaign
Venmo has quickly become a household name (and verb) amongst the millennial and Gen-Z cohorts. Even my baby Boomer parents have adopted the handy P2P payment app. But how can Venmo stay top of mind in this category with so many similar competitors?
The answer is by capitalizing on the appeal of its unique social media component. Over the course of 4 months, I gathered research to inform a strategic rebrand of Venmo as well as an integrated campaign emphasizing the app's social media side.
Spec Work
Role: strategist, art director, graphic designer, copywriter
rebranding: new logo & brand standards:
The blue color currently used by Venmo is used by many other apps (Vimeo, Twitter, GroupMe, etc.). I chose green to represent the concept of money exchange. I used a more playful shade of green as well as a "coloring outside of the lines" style to appeal to the youthful target audience. Venmo is the only P2P payment app that doubles as social media, so the comment bubble signifies this unique aspect.
the social way to pay campaign
new in-app feature idea (add photos with your public payments):
new website feature idea:
Users can design a "venME" to link to their account
out of home/guerrilla advertising:
campaign ads are strategically located in places where
1) the target is spending time in large groups
2) one person is paying for the group's activity
i.e. restaurants, bars, bowling alleys, top golf, etc.
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