MoneyTRAIN

A collaborative effort with Make a Mark CLT to create a comprehensive brand identity for Money TRAIN, a program promoting financial literacy and generational wealth in black and brown communities.

Industry

Education, Financial Literacy, Non-Profit

Role

Brand Designer

Disciplines

Brand Design, Creative Direction, Templatizing

When

November 2023

Tools Used

Illustrator, Photoshop, Lightroom Classic, Canva, Google Slides

overview

Financial Literacy for Underserved Communities

In 2024, I partnered with Make a Mark CLT to develop the brand identity for moneyTRAIN, a pilot program launched by the Money Magnets Club. The initiative is designed to combat intergenerational poverty in Black and Brown communities by promoting financial literacy, generational wealth practices, and entrepreneurship. My role was to help create a compelling, flexible brand and foundational marketing assets that would position moneyTRAIN for a successful launch and long-term growth.

UX Design & Strategy

Challenges

moneyTRAIN needed to attract three distinct audiences at once: financial supporters, corporate and community partners, and organizations willing to refer their clientele into the program. The brand had to communicate serious, long-term impact while still feeling approachable and energizing for participants. We also had to build everything in a single 12-hour Make-athon, ensuring the final assets were cohesive, editable, and easy for the team to maintain after the event.

A brand identity independent of the Money Magnets brand
A presentation template use to present ideas to potential sponsors and community partners
Create social media templates easier for the founders and future volunteers to use

Strategy

Working alongside a copywriter and a fellow art director, I focused on building a visual and messaging system that clearly expressed moneyTRAIN’s mission and values. I led the creation of core graphic elements and an editable Google Slides deck that the team could reuse for outreach and partnership conversations. We developed a unified logo, color palette, typography system, stickers, and supporting graphics that were optimized for presentations, social media, and community-facing materials, ensuring consistency across all touchpoints and audiences.

Impact

The final brand identity gave moneyTRAIN a clear, recognizable presence that stakeholders could quickly understand and rally behind. The editable slide deck and graphic system equipped the team with practical tools for pitching to partners, engaging supporters, and explaining the program to potential referring organizations. In the months following the Make-athon, I extended the system into social media designs to support ongoing outreach, helping moneyTRAIN show up consistently and credibly as it worked to advance financial literacy and wealth-building in the communities it serves.