Entry

Moolah Scratch Branding

Submitter:

Company:

Link:
https://themoolahscratch.com

Concept/Purpose of the Work:
Moolah Scratch is a new barter exchange network that lets entrepreneurs, who are often short on cash, barter what they have for what they need. With the name of Moolah Scratch (chosen by the client), I had the opportunity to create a fun, quirky brand that would stand out in the minds of the target audience. No boring, corporate jargon would do — we needed something unique! Because the Moolah Scratch network serves as an alternative currency, the selected design direction focused on the ""Eye of Providence."" which appears on the back of U.S. dollar bills. The symbol depicts an eye, often enclosed in a triangle and surrounded by rays of light. It is often associated with Freemasonry but also linked with the apocryphal Illuminati, a secret group of elite individuals allegedly seeking to control global affairs. With that background in mind, I then connected the dots between currency and secrets, branding Moolah Scratch as "The Secret Success Society."

Results of the Work:

The logo features the Eye of Providence as the main icon in a deep, Midnight Blue, with lightning bolts emanating from the top in a mystical yellow tone. These lightning bolts are then repeated around the tagline.

To play on the idea of a secret society, the single-page website features redacted text, illustrations inspired by mystical texts, and randomly numbered ""success secrets"" (hinting that more will be available once you join the Society). The copy I wrote uses language about secrets and initiations. And when you hover over the logo, it changes colors to reveal a link to a secret login for existing network members.

The business card features a custom QR code designed to mirror the logo, along with an invitation to join the Society.

How the Work Was Delivered to the Masses:
Over the past year since we launched the website, the client has been building the network rapidly, offering new prospects free placement in a directory targeted to more than 60,000 local consumers. You can view the live website at https://themoolahscratch.com.

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