MoCaFi
Designing trust and accessibility through financial storytelling.
Creative Direction
Branding
Design
MoCaFi (Mobility Capital Finance) is a fintech platform built to close the racial wealth gap by providing equitable banking solutions to underserved communities. As Creative Director, I worked alongside the Founder, Marketing Manager, and Leadership Team to reimagine the company’s brand system from the inside out — a system strong enough to support national partnerships and two successful fundraising rounds. We developed a digital-first identity that unified MoCaFi’s financial products, partners, and services under one cohesive visual ecosystem — a move that would position the company for major city and bank collaborations across the country.
Scope and Roles
Brand System Design, Website Design, Digital Assets, App Design, Presentation Decks
Creative Director
My Crew:
Senior Designer
Project Manager
Art Director
Stakeholders:
Founder
Marketing Manager
Before
After
MoCaFi’s logo has evolved from a thin, minimalist mark introduced in 2018 to stronger, more functional designs that reflect the company’s growth. The 2024 update introduced thicker letterforms and the bold MoCaFi Pyrite blue to improve legibility and presence across digital and print applications.
The MoCaFi Shield was designed as a symbol of empowerment, progress, and financial equity. Each quadrant reflects a core pillar of MoCaFi’s mission—from community engagement and financial infrastructure to self-service tools and long-term wealth creation. The shield’s color system strengthens this story, connecting bright, energetic tones with values like access, innovation, and resilience. Together, the shape and palette form a visual identity that not only represents MoCaFi’s products, but its deeper commitment to helping communities grow, thrive, and build sustainable wealth.
Problem:
MoCaFi’s platform offered real financial solutions — from banking and bill pay to rent reporting and wealth education — but lacked a cohesive visual language to communicate these pillars clearly to investors, partners, and customers.
The brand needed a professional, scalable identity that could live across digital, app, and presentation environments — while staying rooted in community storytelling.
Solution:
We built a comprehensive digital brand system rooted in clarity, confidence, and community.
- Brand Architecture: Designed a color hierarchy to distinguish MoCaFi’s services while maintaining cohesion across all communications.
- Visual Identity: Refreshed typography, iconography, and brand motifs to represent accessibility and trust.
- Website Overhaul: Applied the new visual language to MoCaFi’s website — increasing readability, engagement, and alignment with the company’s growing audience.
- App Design: Collaborated with tech and product teams to design the MoCaFi One App, combining multiple services and partner integrations into a single streamlined experience.
- Sales Enablement: Built investor and sales decks that secured partnerships with major cities and banks nationwide.
Application
Impact and Results
- MoCaFi raised two rounds of funding supported by our new visual and brand storytelling system.
- Landed high-profile city partnerships, including LA County, NYC, Birmingham (AL), and Honolulu.
- Secured strategic relationships with Truist, Citi, and Wells Fargo.
- Increased brand visibility and perception through a polished, consistent online presence.
- Established a scalable system that continues to anchor MoCaFi’s growth and communications.
Product
— Steve Royster, Head of Marketing and Community Banking, MoCaFi