Role
Motion Design
Branding
Graphic Design
Art Direction
Illustration
Tools
- Figma
- Illustrator
- After Effects
- Affinity Designer
- Photoshop
Platforms
- Social (Meta, LinkedIn)
- Karma Wallet (App)
- Web
Time Frame
Aug 2023 – Jan 2025
About Karma Wallet
Karma Wallet is an American startup specializing in personal finance technology. Their website and upcoming app offer personalized insights into carbon footprint and consumer shopping habits. Additionally, it includes a reward program that incentivizes sustainable purchases.
About my Role
As an independent designer, I was hired to visually lead the rebranding project, create motion graphics-based videos, and support the marketing team with social media, web and email campaigns. I collaborated closely with the web developer and UX designer to craft illustrations and iconography for both the app and website. I also contributed to shaping marketing strategy and regularly pitched creative ideas to elevate the brand.
Creative input and feedback by the Karma Wallet & DoneGood teams:
Juliet (Marketing Manager), Kedar (Founder), Jacy (Marketing & Social media), Daley (DoneGood Marketing Coordinator).
Rebranding Karma Wallet
The first project I was in charge of at Karma Wallet was its rebranding. While the marketing manager approved the direction, I owned the visual execution and pitched creative ideas. We introduced hand-drawn illustrations, custom icons, patterns, and a design kit to ensure consistency. The goal was to create a distinctive identity by blending illustrations with videos and photography.
Old Social media examples from Karma Wallet before rebranding
Symbolic Pattern Design
I designed a tree ring-inspired pattern symbolizing growth and sustainability, using an existing design as a reference. With clean circles and minimal geometric shapes, it complements text and images without overpowering them.
Custom icon design for social & e-commerce
I designed original icons for this client’s Instagram highlights and e-commerce store. The marketing manager and project managers shared their ideas, which I translated into clean, engaging icons that aligned with the brand’s visual identity.
Icons for Karma Wallet's Instagram page
Icons for e-commerce
Blending Illustrations into a Cohesive Brand Design
I created hand-drawn illustrations using Adobe Illustrator and Affinity Designer, ensuring they complemented images and mockups without being distracting. These illustrations can be combined to create new visuals, providing flexibility in design. Moreover, they are easy to animate in After Effects.
Driving Engagement with Video Production & Motion Design
I directed, edited, and produced videos to promote products on social media, as well as for events and trade shows. The marketing team provided a brief, and I created a storyboard, sometimes including copy, for feedback. Once approved, I managed the entire production process, from gathering assets to final editing.
Rebranding and Visual Storytelling for DoneGood Acquisition
As part of my role at Karma Wallet, I collaborated with the marketing team and spearheaded the visual rebranding initiative for DoneGood, a newly acquired company. I designed graphics for the announcement of Karma Wallet’s acquisition of DoneGood. To highlight DoneGood’s mission of promoting sustainability, I created a visual representation of a city that thrives on eco-friendly practices. This cityscape served as a metaphor for DoneGood’s vision of a greener planet.
Outcome & Impact
Scalability & Consistency
The design system and brand assets made it easier for the team to maintain a cohesive look.
Stronger Brand Identity
New design system, patterns, and mascot made the brand more distinct and memorable.
Versatility
The branding elements were flexible enough to be used in print, digital, and motion.
Ownership & Leadership
Led the design process with minimal supervision while ensuring the team’s vision was fully realized.
Creative Contributions
Actively pitched and developed new ideas, contributing significantly to the creative direction, not just executing tasks.
Collaborative Mindset
Worked closely with the CEO, marketing manager, and the team, constantly engaging in constructive feedback loops to elevate the final designs.