Yolt Lizard Brain
Role: Art Direction & Design
In an increasingly crowded fintech landscape, Yolt needed a bold campaign that would cut through the noise and drive awareness of its smart money management tools. Partnering with Uncommon, we developed the Lizard Brain campaign.A thought provoking, visually striking concept designed to challenge consumers on their impulsive spending habits. The campaign played on the idea that deep within all of us, there’s a “lizard brain” that prioritises instant gratification over financial well-being. Yolt’s app was positioned as the solution to this challenge, giving users the power to take control of their spending and savings habits.
While the creative direction from Uncommon was intentionally disruptive, the challenge was integrating this high-concept campaign into Yolt’s existing brand identity without creating a visual disconnect. My role was to bridge the gap between the campaign’s bold new aesthetic and Yolt’s established brand world. This involved refining the brand’s colour gradients, ensuring seamless application across digital and physical touchpoints, and adapting key visual elements to maintain brand recognition while allowing the campaign’s storytelling to shine.
The campaign made a significant impact, elevating Yolt’s positioning from a functional budgeting tool to a thought leader in financial wellness. The striking visuals and provocative messaging sparked conversations, increased brand awareness, and strengthened Yolt’s distinctive voice in the fintech space. By carefully balancing campaign innovation with brand consistency, I ensured that Lizard Brain became a defining moment for Yolt, reinforcing its mission while resonating deeply with its audience.