Although developed as a pitched concept, the project demonstrates the power of design thinking and illustration to tackle complex behavioural challenges.
The idea reimagined financial education through the lens of a child, creating a campaign that turns an abstract concept into something tangible, relatable and exciting.
Although developed as a pitched concept, the project demonstrates the power of design thinking and illustration to tackle complex behavioural challenges.
The idea reimagined financial education through the lens of a child, creating a campaign that turns an abstract concept into something tangible, relatable and exciting.
In 2022, I developed and pitched a campaign concept to KIT by Commonwealth, the financial education app designed to help children learn about money, saving and financial responsibility.
The idea stemmed from a simple observation: today's generation of children is growing up in an increasingly cashless world. Many have little to no interaction with physical money, making concepts like earning, saving and spending more abstract than ever before.
The Challenge
For many children, money has become invisible.
Transactions happen with a tap of a card, through mobile wallets or via online subscriptions. As a result, the connection between money and value is becoming increasingly difficult for young people to understand.
The challenge was to create a campaign that could:
- Make money feel tangible and real.
- Help children understand the relationship between saving and the things they value.
- Position KIT as an engaging and educational tool rather than a traditional banking product.
- Communicate financial literacy in a way that feels relevant to a digitally native generation.
The Creative Approach
My vision was to create an interactive campaign built around the idea of materialising money.
Rather than presenting money as numbers on a screen, the campaign would visually connect savings goals with the things children care about most—gaming, music, technology and hobbies.
The concept imagined money transforming into aspirational objects such as:
- Game consoles
- Musical instruments
- Toys and collectibles
- Entertainment and experiences
By surrounding children with familiar and desirable items, the campaign would create a clear and memorable connection between saving money and achieving personal goals.
The visual language was designed to be:
- Bright and interactive.
- Imaginative and playful.
- Easy for children to understand.
- Equally engaging for both kids and parents.
The Big Idea
The campaign sought to dispel the notion that money isn't "real" simply because it no longer exists in physical form.
By visualising money as something that can be transformed into the things children love, the concept aimed to make financial literacy more accessible and emotionally meaningful for a generation raised entirely in the digital economy.
The Outcome
Although developed as a pitched concept, the project demonstrates the power of design thinking and illustration to tackle complex behavioural challenges.
The idea reimagined financial education through the lens of a child, creating a campaign that turns an abstract concept into something tangible, relatable and exciting.
Services
- Campaign Concept Development
- Creative Strategy
- Illustration
- Art Direction
- Visual Storytelling
- Financial Education Communications
Client
KIT by Commonwealth
Result
A future-focused campaign concept that reimagines financial literacy for the next generation by helping children understand the real-world value of money in an increasingly cashless society.
