SP—112 / Finance & fintech · Launch campaign
POCKET PLAN
A creative direction for a monthly expense-planning tool.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop POCKET PLAN, a fictional concept for a monthly expense-planning tool. Dense explanations and glossy promises can undermine understanding and confidence. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People trying to understand a financial product, its terms and its practical purpose.
The strategic idea
“GIVE YOUR NEXT MONTH A PLAN.” is the central creative thought. Lead with the product premise, then make the next action unmistakable. The headline and emblem work as a compact launch signature. Put clarity before persuasion. Explain the task and material conditions using illustrative examples without claims of guaranteed financial benefit.
The creative direction
An original steps-inspired graphic, assertive typography and a #0047FF colour field create the visual language for POCKET PLAN. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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