Factora Wealth
Role: Creative Director
Creative approach: Factora was a start-up dedicated to teaching women personal finance fundamentals through online courses. I built the brand to feel feminine, warm, aspirational, and accessible. I led our creative team, developed the copy and editorial calendar, directed photo and video shoots, and briefed in seasonal campaigns.
Result: In its first year, Factora generated over $1M in revenue and attracted customers from all over the world.
Brand Photography
I developed the moodboard and art-directed on set to help the fun, aspirational, and women-led aspects of the brand shine. Since the brand was so community-oriented, I chose to cast real members of the Factora community instead of models.
Brand Video
I worked with a videographer to film and edit a brand video to feature testimonials and feature Factora’s founder (say that three times fast).
Investies
To help soften the stigma around women talking about money, I came up with a word, Investies, and built a 360-degree campaign featuring real women from the Factora community who had successfully partnered together on investments. I planned a photoshoot, recorded podcast interviews, wrote emails, launched a paid media campaign, and secured a small outdoor placement.
During the campaign, social engagement increased by 22%, our average email open rate reached 49%, and our average weekly applications increased by 41%.
Coursework
I art directed a designer to illustrate financial education concepts, making sure they were both clear and visually consistent with our brand.
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