Brand campaigns & merchandise engaging the brand loyalists of India's biggest fintech app.

INTRO

1. CRED Causes:
CRED Causes was a category that allowed CRED members to support social causes by redeeming their CRED coins.

I owned the supply side & demand side, working closely with organizations like Give India, Akshay Patra etc to curate the right kind of causes that would interest CRED members to engage and contribute to social causes.

2. CRED Merch:
- CRED Merch was a white label brand where we built multiple CRED branded merchandise like mobile wallets, poker sets, playing cards, Bappi Lahri collaboration Tees, office desk set-up etc.
- The objective of this initiative was to use CRED branded merchandise as marketing billboards to initiate conversations in offices and increase word of mouth for CRED.
- Led conceptualisation, product development, merchant partnerships and end to end execution of this project.
- We touched 1M+ users through this project.

3. CRED Experiences:
- During Covid, CRED Experiences emerged as a new category. CRED members were allowed to book digital sessions across sub-categories like financial advisory, parenting, mental health, group art, and fitness. The objective of this experiment was to evaluate whether we could build a marketplace for digital experiences and expert sessions to drive consumption within CRED.
- Spent time talking to many users curate right kind of supply and experiences.
- Worked with the supply side to understand the motivations of artists and experts to build the right incentivisation model.
- However, the adoption of the category was less than 5%, and we realized that the ROI was not worth the effort given significant scalability challenges in the category.

4. CRED Store experiment:
- Worked closely with the business lead to conceptualize and launch multiple experiments to evaluate whether we can build a commerce business at CRED.
- CRED Store now has 500+ brands and 4000+ SKUs with 50% of the CRED members visiting every month.

BRANDING

After going through strategy sessions with the founders, we uncovered the key brand differentiators - the brand and product needed to reflect high quality, personalization & simplicity in stark contrast to outdated tools. This translated into developing strategy, messaging, visual identity & marketing.

PRODUCT

The primary place for the brand to shine would be the product itself. Working with the product team, we discovered places to insert branding - through imagery, colors, iconography & messaging.

WEBSITE

Since the product is a web-app accessed through the site, we sought to streamline the look and feel. I worked on the layout, copy & visual design. We emphasized realistic imagery and renders of the merchandise as supporting graphics to emphasize the details.

ADVERTISING

Since social media would be the first touchpount, we relied more heavily on our visual style & taglines to communicate our values. Additionally, once customers reached the consideration phase, we created an email style that could provide a more personal experience.

COLLATERAL

Since it would serve as default product visuals, we created an onboarding kit for the Numans team. Additionally, a packaging design took the brand to each customer.