Joey Crowd is an alternative to bank lending. It's peer-to-peer lending with the option to invest and gain equity as well as simply lending money to users. The image they wanted to go for was rebellious innovators that broke away from the norm.
My role was to design all of the content pages as well as defining the site UX goals, wireframing and user flows. I am currently providing ongoing support for adjustments based on user feedback leading up to launch.