Making prosperity common

The challenge

Rank had grown into something much bigger than its earlier digital identity could hold.

The business had evolved into a broader platform helping people save, access capital, and grow wealth through community-powered financial tools. But the website still needed to catch up. It needed to communicate a bigger story, feel more emotionally relevant, and connect with a younger audience actively looking for new paths to wealth creation.

This was especially important as Rank sharpened its focus on a more digitally native, emerging-affluent audience — people with ambition, curiosity, and access to more financial tools than ever before, but still looking for brands they could trust.

The idea

The website was built around a simple belief: wealth grows through connection.

Instead of presenting finance as cold, distant, or purely individual, the goal was to create a digital world that felt expressive, optimistic, and community-powered. One that could make product utility feel emotionally resonant, and make prosperity feel less gated and more possible.

The visual language

A big part of the work was learning how to make the website feel alive without losing clarity.

This project pushed me to think more deeply about how colour, illustration, composition, and motion can work together inside a product experience. The system needed to feel bold and youthful, but still structured enough for a financial brand. It became an exercise in balance: blending expressive visuals with product storytelling in a way that still felt clear, usable, and intentional.

The palette helped define the emotional tone of the site — warm, optimistic, expressive, and full of contrast. It gave the website range, allowing different pages and moments to feel distinct while still belonging to the same world.

The surreal 3D illustrations and campaign-style assets gave the brand a stronger sense of personality. They helped turn the website from a simple product surface into a richer visual world, one that felt more ambitious, playful, and memorable.

Homepage

The homepage became the clearest expression of the new direction.

It was designed to move from belief to product, introducing Rank as a money app for communities before guiding users into savings, Circles, Tribe, and investing. The challenge here was making the story feel bold and visual without losing product clarity.

Product Pages

Each product page needed to feel distinct while still belonging to the same system. Savings was designed to feel structured and encouraging. Circles focused on access to capital without the usual debt-heavy framing. Tribe felt collaborative and trust-driven. Investing needed to feel guided, clear, and aspirational.

Beyond the core products

To make Rank feel like a living platform, the experience had to extend beyond product pages.

Community-led pages — Rank Community, Student Ambassador, Community Activations, and Refer & Earn — express the culture around the brand, making the platform feel participatory rather than transactional and keeping the brand world consistent across every touchpoint.

Careers

Supporting pages like Careers carry the same tone into a different part of the experience — using the brand world to make joining the team feel like joining the mission to make prosperity common.

Outcome

The website gave Rank a more confident, expressive, and modern digital presence — one that feels more aligned with the scale of the business, its evolving audience, and the future it is building toward. More than making the site look better, the work helped translate a broader strategic shift into a clearer voice for a new generation seeking better paths to wealth.