Design Strategy
Money 2020 Led Campaign Creative Direction and Rebrand
Overview
Designed and directed the visual campaign for Railsbank’s Money2020 conference presence, guiding the company’s brand narrative through a major rebrand and producing assets that drove new business and set the tone for future marketing.
My Roles
01 / Brand Strategist
02 / Creative Director
03 / Lead Visual Designer
Key Contributions
Defined and visualized Railsr’s brand positioning during a pivotal rebrand by collaborating on category design research and leading creative direction.
Transformed complex technical offerings into a modular, 3D “blueprint” that clarified Railsr’s value proposition for clients and partners.
Led end-to-end and production of campaign assets—booth, digital, print, and merch—managing vendor constraints and ensuring consistency on a compressed timeline.
Outcomes
Positioned Railsr as a pioneer in Embedded Finance, driving 10+ sales leads and elevating brand credibility.
Made product complexity accessible and memorable, enabling sales and partnership teams to engage and close prospects.
Delivered a unified, standout presence at Money2020, establishing the blueprint for future brand and product campaigns.
Key Contributions
Defined and visualized Railsr’s brand positioning during a pivotal rebrand by collaborating on category design research and leading creative direction.
Transformed complex technical offerings into a modular, 3D “blueprint” that clarified Railsr’s value proposition for clients and partners.
Led end-to-end and production of campaign assets—booth, digital, print, and merch—managing vendor constraints and ensuring consistency on a compressed timeline.
Outcomes
Positioned Railsr as a pioneer in Embedded Finance, driving 10+ sales leads and elevating brand credibility.
Made product complexity accessible and memorable, enabling sales and partnership teams to engage and close prospects.
Delivered a unified, standout presence at Money2020, establishing the blueprint for future brand and product campaigns.
Design Brief
Develop and deliver a multi-channel rebrand & campaign for Railsbank’s Money2020 presence—including booth graphics, digital collateral, event marketing visuals, and merch—crafted to drive leads and reinforce the company’s positioning during a time of brand transition.
The Challenge
Railsbank was midway through a rebrand led by an external agency with Money2020 approaching. With no insight into upcoming brand changes, I was called in to innovate on branding and visualize our product offering to drive sales leads.
We needed to define Railsbank’s value proposition to make the product offering memorable, no matter what the final branding would become.
This uncertainty gave me free rein to push beyond old conventions and lead a bold creative rebrand for the campaign.
Navigating ambiguity meant working closely with stakeholders to translate complex product layers into a clear, visual story.
Every asset had to be designed, produced, and delivered in weeks—while coordinating with external vendors under shifting constraints.
Strategic Foundation
Discovery & Category Design Research
Market analysis, competitor mapping, category definition “Embedded Finance as a Service”).
Stakeholder interviews → value proposition → messaging pillars.
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Railsr is the one-stop shop for embedded finance — offering a suite of turnkey financial products plus the full operational backbone (digital transaction ledger, legal compliance, banking partnerships) to launch them fast.
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Railsr combines embeddable, pre-designed financial components with the behind-the-scenes infrastructure to run them, enabling brands to launch fully-branded financial experiences in record time.
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Railsr serves digital-first brands, fintech startups, crypto projects, and large enterprises looking to embed financial services without building banking infrastructure themselves. Drivers: boost engagement, brand loyalty, etc.
