Millionaires at Work — Mitch Santos Design

SmartDollar: Franklin, TN

June Campaign:

Every June, employee wellness month is celebrated across the nation. As companies look towards their staff’s well-being, this month provides a perfect opportunity to talk about financial wellness and the benefits that SmartDollar provides. SmartDollar is a financial wellness solution that utilizes Ramsey Solutions’ tried-and-true baby steps to help people with money and packages them up as a digital product that companies can share with their employees. In 2018, we focused on “Millionaires at Work.”

Services Provided:

Visual Identity and Discovery
Campaign Design
Digital Illustration
Email Campaign
Digital Ads
Layout

Tagline:

In 2018, Ramsey Solutions conducted the largest survey of millionaires ever, with over 10,000 participants. The data focused on investing in companies’ 401(k)’s as one of the most common trends amongst millionaires. We wanted to take this data and give employers a blueprint to help their employees succeed.

With the tag line already selected, our team got to work making sure we could connect the theme visually. We brainstormed a number of different ideas but really loved the idea of construction sites and the process of building something large over time.

`Concept Notes and Rough Visualization Sketches`

Concepts:

Based on the brief, I sketched out three initial directions. The first focused on that million-dollar number with a giant piggy bank. The second focused more on an office setting and highlighted a blueprint for success. The third focused on individual workers actively participating in building their wealth.

Hero Illustration:

Each initial direction had their merits, but the team liked the idea of combining the first and third ideas. We wanted to showcase everyday employees actively working on building that million-dollar nest egg, so I created an updated sketch that captured the ideas discussed.

Typography:

While this was an illustration-heavy campaign, I wanted to do something special for the typographic treatment that could stand on its own. Within the construction theme, I liked the idea of breaking down the words and making them feel like they were in the process of being built. I worked in Illustrator to break down the letterforms into different metal plates that revealed some scaffolding to fill out the shapes.

`Layered Illustrator Typographic Process`

Digital Illustrations:

With the primary concept and typography approved, I got to work creating supplemental illustrations to fill out the scene. I sketched ideas for a giant piggy bank under construction, as well as a number of characters to fill out the scene. I wanted the construction workers to represent employees, so I created a wide range of people that could be used interchangeably. I then scanned them and recreated the digital illustrations in illustrator so they could be swapped out of different scenes as needed.

Final Assets:

The different illustrations came together in a number of different deliverables. Our team set up a landing page where leads could download employer blueprints, and I created for emails, digital ads, and social media posts.

Live Site