Background: I joined and helped build Cash App’s Lifestyle division, a collective of multi-hyphenate individuals responsible for developing a group of franchises dedicated to creating cool and unexpected things thereby surprising and delighting our customers, and opening opportunities for the Cash App brand to transcend financial services. By relating to, engaging with, educating, and inspiring people with our brand through Lifestyle Franchises, we’ve continued to build the brand love, familiarity, and trust required to convince customers to think of Cash App in more ways, and to convince their friends to do the same.
Glitter Card
Brief: Cash App developed an innovative, new debit card in collaboration with Keke Palmer. Created as a medium for self-expression within the financial world, the glitter card embodies Cash App's commitment to economic empowerment, improving accessibility and enjoyment in banking for 18 to 35 fun-seeking but budget-conscious shoppers
Mood Card + Capsule
Brief: Cash App was launching an innovative new heat-reactive card. Our team developed an apparel collection through the Cash by Cash App franchise to uplift the business goals of the project and help create additional awareness, buzz and desire for the Mood Card. Our team wanted to treat the upcoming Mood Card launch like a fashion accessory drop – by pairing it with a Cash by Cash App product, launching it with a stylized campaign shoot, and hosting an exciting press event to preview and touch the card.
The Results: The Mood Card was the fastest selling card at launch week with a significant amount of purchases coming from existing customers who only owned ‘free cards.
Pink Card + Capsule
Brief: Cash App was launching an innovative new heat-reactive card. Our team developed an apparel collection through the Cash by Cash App franchise to uplift the business goals of the project and help create additional awareness, buzz and desire for the Mood Card. Our team wanted to treat the upcoming Mood Card launch like a fashion accessory drop – by pairing it with a Cash by Cash App product, launching it with a stylized campaign shoot, and hosting an exciting press event to preview and touch the card.
The Results: The Mood Card was the fastest selling card at launch week with a significant amount of purchases coming from existing customers who only owned ‘free cards.
Austin F1 GrandPrix
Brief: Formula 1 race brings 400,000 race fans every year to the Circuit of the Americas track in Austin, TX to attend one of the fastest growing sporting events with over 500 million fans globally. Cash App’s partnership with Red Bull Racing paves the way for us to have a more prominent presence trackside and through related extensions in the city of Austin. Additionally, the Checo creative through the “That’s Money” campaign platform, Cash App will show up in Austin with an integrated marketing approach across media, social, partnerships and experiential in a relatable manner for race fans and locals alike.
