Equals Money
Making complex money movement feel simple, fast and controlled.
Services
art direction
Campaigns
Social media
brand strategy
Client
Equals Money
Location
LONDON
Year
2022-2026
Info
Equals Money helps businesses move money internationally. In a crowded fintech market, the challenge was turning a complex B2B proposition into campaigns people actually notice. I took work from brief through concept to multi-channel execution across social, paid ads, OOH and live events, designing exhibits for many different finctech events in inlcuding Money20/20, IFX, Accountex and more.
impact
Ads, social, OOH and live events working as one campaign system as group revenue nearly doubled, from £69.7m in 2022 to £131.7m in 2024.
CAMPAIGN DESIGN
campaign example 1:
'MONEY SOLVED' & 'money movement made simple'
The 'Money Solved' and 'Money Movement Made Simple' campaigns established a bold, stripped-back graphic system designed to signal Equals' authority and composure in a category often characterized by noise and complexity. Using stark typography, confident use of negative space, and a restrained color palette, we created a visual language that felt assured and commanding—the visual equivalent of a brand that has figured it out. The work cut through the crowded fintech space by refusing to shout, instead building authority through clarity, confidence, and an almost effortless sense of control
campaign example 2:
equals honey e-commerce campaign
Equals Honey was a branded e-commerce campaign targeting subscription merchants. I conceived it around the pun 'Equals Honey', creating a brand-within-a-brand. Rather than simply applying the Equals identity, I developed a distinct visual language that answered a simple question: what would a honey brand look like if Equals had actually created one? This meant premium packaging, refined typography, and a warmer aesthetic while maintaining Equals' DNA. The campaign ran across digital and physical ads, using bold messaging to cut through the B2B payments space.
