Cash App Evergreen Design System
“We set out to reimagine the Cash App spatial illustration system driven by a mission that demanded both strategic precision and creative vision. Our task was to gracefully evolve the brand's bold and colorful persona to its next phase as the coolest kid in the BLOCK™ group.” - Buck
I was very lucky to be trusted by CD Liron Eldar-Ashkenazi at Buck to participate in 2 of 3 stages that involved creating this design system. As as Senior Art Director on the first stage of the project I helped create design principals for materiality, composition, lighting and ideation into a Playbook that would help guide the production and second stage. I participated again in third stage into leading a team of amazing 3D designers in extending the current library and expanding on the Art Direction already established.
All credits below
Buck
Chief Design Officer: Ben Langsfeld
Executive Producer: Russell Greene
Creative Director: Liron Eldar-Ashkenazi
Producers: Andre Araujo, Willa Gross, Alex Decaneas, Monica Lynn
Associate Creative Directors: Florence Dagostini, Mollie Ableman
Art Directors: Pedro Veneziano, Wendy Eduarte, Emily Davis, Mary Kate Henry
Ideation: Florence Dagostini, Emily Davis, Joy Tien, Tuo Kan, Matthew Kam, Syd Fini, Twisha Patni, Auron Luxe
3D Leads: Bill Dorais, Auron Luxe, Taylor James
3D Design and Animation: Auron Luxe, Will Burkart, Jonas Nunes, Marcio Flausino, Bihhel Barbosa, Nachei Sanchez, Roberto Juarez, Rolando Barry, Marcus Bakke, Taylor James.
Head of Strategy: Marla Moore
Senior Strategist: Asia Hunt
Production Coordinator: Dani Ortega
Graphic Design: Danilo Rodrigues
2D Animation: Eduardo Altarriba, David Hobizal
Editor: Dave Conte
Talent Operations Managers: Sarah Pinhancos, Talia Lamdan
Cash App
Head of Brand Creative: Blazo Calovic
Head of Global Design Ops: Ricky Vega
Brand Creative Director: Deva Pardue
Creative Director: Sylvain Theyssens
Art Director: Milo Milosevic
3D Motion and Design Lead: Daniel Belay
Head of Creative Production: Adeana Saint-Hilaire
Creative Producer: Jose Diaz
Music Studio
DLA
Part and Sum
Chief Executive Officer: Jim Babb
Chief Operations Officer: Julie Babb
Principal, Strategy: Cecilia Bergman, Emily Fogarty
Senior Strategy Consultant: Leila Wu
Strategist: Sally Zhang
Senior Growth Marketer: Monish Selvamuthu
Principal, Media and Measurement: Eiliot Hasiuk