Evergreen images
Building a brand asset image library
Working closely with the client we built out a range of evergreen imagery to be used in web and collateral materials for the brand. Talent was selected to closely match the age range and diversity of Mint users and customer care staff, while lighting and wardrobe were designed for an approachable and inviting feel.
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A range of positive, neutral, and negative emotions were important to represent the range triggers that affect the average Minter
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From customer care associates to everyday activities such as grocery shopping or packing up to move, we wanted to represent common experiences that have an impact on your daily and monthly budget, and show how Mint can help push the needle in a positive direction.
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Actively using the app, sharing the experience with friends, and showing off progress were all moments designed to bring the Mint experience to life.
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Interaction and a sense of community help to illustrate the understanding and empathy that Mint has for their audience
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Responsibilities
Art direction
Onsite photoshoot direction
Retouch management
Team management