Dave

Brand Refresh

The Dave brand went through an evolution Summer 2023. That meant completely updating how we speak to our members, how we describe ourselves, and how we show up in the competitive landscape. Until this point, Dave’s branding was scattered and uncertain and confused. Now, its confident, recognizable, and singular.

Solution: Working closely with the Creative Director, I overhauled all of the copy, voice, and tone to evoke our new “Friendly Fighter” ethos. I onboarded the Copy team and UX writer with the new Voice and Tone Guidelines. I rewrote the entire website, kickstarted our new CRM writing, and oversaw the Copy team’s updating our app storefronts, paid and organic social personas, and more. I continually update the Voice and Tone Guidelines with new products and features, and constantly vet, write, and edit all of Marketing’s words for consistency and clarity against our guidelines.

Assets at a glance:

  • Voice and Tone Guidelines

  • Web

    • Homepage

    • About Us page

    • Product pages: ExtraCash account, Spending account, Goals account, Side Hustle

    • Trust-building pages: Security/Trust, No fees/Pricing, Help

    • Business-building pages: Investors, Careers, Newsroom

  • CRM (email, in-app, and push)

  • App store

  • Paid social

  • Organic social

Web

CRM Welcome Series

SLa: Take control of your money  
PHa: Your new app will help you get started
SLb: It’s your money
PHb: We’re just helping you get it faster, earn it better, and save it smarter
SLc: Get to know the banking app made for you
PHc: Start owning your money journey 
SLa: Pay your bills with ExtraCash™ advances
PHa: Settle up without the stress 

SLb: Advance money when you need it
PHb: Settle up without the stress

SLc: Get money to move you forward
PHc: Not set you back

CRM Referrals

SLa: ⚡️Nab a 20% boost when you refer a friend
PHa: Get more when you share Dave
SLb: ⚡️Refer friends. Get 20% boosts.
PHb: Get more when you share Dave
SLc:⚡Get more when you share Dave
PHc: Refer friends. Get 20% boosts.

PUSH
HLa: ⚡Refer friends, get 20% boosts
HLb: ⚡️Get more when you share Dave
Body: Nab a 20% boost for referring pals to take their first ExtraCash™ advance. Eligibility criteria and terms apply.
SLa: ⚡️Claim your boost
PHa: Thanks for referring your friend
SLb: ⚡️You just got boosted
PHb: Thanks for referring your friend
SLc:⚡Here’s a 20% boost
PHc: Thanks for referring your friend

PUSH
HLa ⚡You just got boosted
HLb: ⚡️Here’s a 20% boost

Body: Big news: You scored a 20% boost for your referral. Claim it on your next advance.  Eligibility criteria and terms apply.