Ahmed Jozi

Karma Wallet

Rebranding, Visual Design and Motion Graphics

Role

Motion Design

Branding

Graphic Design

Video Editing

Illustration


Tools

  • Figma
  • Illustrator
  • After Effects
  • Affinity Designer
  • Photoshop

Collaborators

  • Marketing Manager
  • Marketing Coordinator
  • UX/Web Designer

Time Frame

August 2023 – Present

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. Karma Wallet's Visa credit card tracks spending, providing detailed data on sustainable expenditures and carbon footprint.

About my Role

As an independent designer, I was hired to lead the rebranding project, create motion graphics-based videos, and support the marketing team with social media and email campaigns. My role also involves collaborating with the web developer and UX designer on illustrations and iconography for both the app and the website. With my experience at Drop Technologies, a company offering similar services, I also contribute to marketing strategy development and pitching new ideas to the Founder, Kedar, and marketing team.

How I led a successful rebranding campaign

Karma Wallet's original branding had solid colors and typography, but the Founder and Marketing Manager, Juliet Payne, felt it lacked uniqueness and engagement. I proposed keeping the existing fonts and colors while adding hand-drawn illustrations to convey various ideas. I also suggested using abstract textures to blend with images and illustrations without appearing cluttered, ensuring these textures had meaningful symbolism. Ultimately, the rebranding aimed to portray Karma as a cutting-edge tech company specializing in sustainable services.

Social media examples from Karma Wallet showing their old branding

Symbolic Pattern Design

To emphasize Karma Wallet's focus on sustainable growth, I designed a pattern inspired by tree rings and used an existing design as a reference. The idea of the design is to symbolize growth and the company's commitment to fostering sustainable habits. The pattern features clean circles and minimalistic geometric shapes, ensuring it doesn't overshadow text or other images. This design approach aligns with modern tech company branding, which often incorporates sleek, geometric elements. Moreover, this design is easy to animate.

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. I also introduced a new shade of blue to the brand's color palette for a fresh, cohesive look.

Creating Memorable Videos for Social Media Campaigns

I direct, edit, and produce videos to promote products on social media. The marketing team provides a brief, and I create a storyboard and sometimes copy for feedback. Once approved, I oversee the production process, from gathering assets to final editing.


I use Figma to organize assets, Adobe Illustrator and Photoshop to create and edit illustrations, and After Effects for animation and final cuts. This approach allows me to make fast-paced videos that engage audiences.


To ensure these videos are both dynamic and informative, I frequently include animated illustrations. These animations add a layer of visual interest and help break down complex information, making it easier for viewers to understand the key messages. Since my videos are relatively fast-paced, animated elements and supporting video clips are crucial to keep viewers engaged and to create a lasting impact.