Deliverables
Art Direction, Website Design, Brand Guidelines, Application Screen Flows
Credits
Creative Direction: Noe Perez
Copy: Matt Jukam
Art Direction: Kat Gibbs
Design: Reid Munkres, Kat Gibbs
Animation: Brandon Villerreal
Agency: TKO Advertising
Overview
Hitch wanted to do what big banks couldn't: make accessing home equity feel simple, human, and even a little exciting.
As Art Director, I led the visual direction for "You're So Money", a brand awareness campaign built to set Hitch apart from big bank competitors. Rather than leading with rates and fine print, the campaign humanized home equity—celebrating the smart money moves homeowners were already making and empowering them to use their home equity to fund their own goals.
The work spanned the Hitch digital ecosystem: website design for desktop and mobile, digital banner ads, animated social, and application screen flows, all built to feel approachable and distinctly un-bankish.
