INTEGRATED CAMPAIGN — 2025
Venmo
About the Project
Venmo had become synonymous with paying people back, but its capabilities extended far beyond peer-to-peer payments. People could use their Venmo balance to shop online, pay in stores, earn cash back, and manage everyday spending through the Venmo Debit Card and Pay with Venmo.
Building on the “Venmo Everything” brand campaign, we created a connected below-the-line ecosystem that translated this broad promise into clear, actionable experiences across web, email, app, push, paid media, social, and influencer content.
My role
As Design Director, I translated the campaign strategy into a cohesive cross-channel experience, shaping the communication hierarchy, experience framework, wireframes, and creative direction across every touchpoint.
Team
Chelsea Andrews — Group Creative Director
Laci Mosier — Creative Director (Copy)
Judi Cutrone — Senior Copywriter
Travis Grand — Senior Copywriter
Manuela Uribe Estrada — Senior Designer
Daniel Marin Cascante — Designer
Goals
Shift the perception of Venmo from an app used primarily to pay friends back into a versatile everyday financial tool.
The campaign needed to help people understand that their Venmo balance was ready to spend—and inspire greater adoption and use of the Venmo Debit Card and Pay with Venmo.
The Problem
Venmo’s greatest brand strength had also become its biggest barrier: people knew exactly how to “Venmo” someone, but not how much more they could do with the platform.
Many users treated their balance as money waiting to be transferred—or forgot it was there altogether. Others were unaware they could use it for everyday purchases, earn cash back, or pay directly at checkout.
The challenge was to introduce these capabilities without making Venmo feel complicated or overly financial, while creating a system flexible enough to speak to prospects, new users, active users, and dormant balance holders across multiple channels.
The Solution
We organized the experience around three strategic jobs: Reframe Venmo, Make It Personal, and Inspire Action
01. Reframe Venmo
Establish a new mental model beyond peer-to-peer payments by showing Venmo as a dynamic, rewarding way to pay for almost anything.
Don’t just Venmo people. Venmo everything.
02. Make It Personal
Connect Venmo’s value to the things people already love—such as gaming, fashion, beauty, music, and everyday shopping. Contextual storytelling made benefits like cash back and flexible payment feel relevant rather than abstract.
03. Inspire Action
Turn awareness into behavior through timely prompts that showed users where and how to spend their balance. Paid display, in-app messages, email, and push notifications intercepted people in relevant moments and gave them a clear next step.
The visual concept originated with the TV campaign created by 72andSunny. We collaborated closely with their team to translate that visual language across the broader media ecosystem, ensuring every execution—from web and app to email, social, and paid media—felt like part of one connected campaign.
Outcome
Venmo revenue grew 20% year over year—its strongest growth rate in years.
+50%
Pay with Venmo transaction volume growth
+40%
Debit Card monthly active account growth
+10%
Year-over-year growth in total Venmo payment volume