Ramsey+
Ramsey has helped millions of people become debt-free and take control of their money. In 2019 they developed Ramsey+, a subscription to apps that teach common-sense methods for handling money and take the pain out of making a budget. The goal was to create a sub-brand that was daring, personal, exciting and would lay the groundwork for the future of Ramsey content.
Team
Art Direction & Design: Robby Bucarey
Design: Andrew Coss, Damarea Watts, Drew Hill, Jenny Lee, Lindsey Allred, Nicholas Litwin, Taaron Parsons, Trevor Curtis
Editing & Motion Design: Trevor Curtis
Senior Creative Officer: Tim Newton
Beginning with the logo.
Our main goal for the logo was to create a "plus" sign that's unique, but also would play well with the already-established Ramsey logo. It also had to convey the sense of energetic, upward momentum you experience when achieving your goals.
Brand colors and typefaces.
A family of apps.
Ramsey+ bundled three different apps that historically had separate branding. The design and product team unified the UI and UX to create a cohesive customer experience.
A guide for designers, by designers.
The goal for the style guide was to give designers tactical ways to stay on-brand without over-prescribing how the creative should look. We needed guardrails but wanted to make sure the team felt like they had the room to push the look, tone, and feel further over time.
Brand experience attributes.
The core brand values of Ramsey+ are Injustice (you’ve been sold a lie about being in debt), Choice (you have the power to choose a better financial future), and Freedom (to live the life you want). This is captured in Ramsey’s main tag line “Live Like No One Else”.
Tried and true taglines.
In addition to Ramsey’s “Live like no one else” tagline, we tested additional versions with audiences that were both brand-engaged and brand-unaware.
Social media campaigns.
Facebook and Instagram campaigns were based around customer's intent to either save, budget, or pay off debt. A series of targeting and retargeting campaigns were created to drive trial starts.
App store optimized.
While the apps included in Ramsey+ had great user reviews, we needed to refresh the title slides and product explainer videos to stay in the top search results on Apple App Store and Google Play Store.
More than a landing page.
As the primary landing page where most trials are started, we built a Ramsey+ microsite within the parent ramseysolutions.com property. The additional pages allowed visitors to explore more of the product and enabled a better customer journey for those coming from an ad campaign.
Better and faster emails, one design system.
Emails from Ramsey+ started to vary widely in design, content length, and build complexity. We needed to make our emails go together better and spend less time creating them, so my team developed a design system in Figma. We partnered with our email specialists and reduced the time it took to create an email from five days to four.
