Liftoff
Case Study

An app that teaches Gen-Z about Financial Literacy.

Liftoff is an app and website I designed and developed to help recent graduates, especially women, take control of their financial futures. Many young adults face financial uncertainty and overwhelm when they first enter the workforce, and often lack the education or resources to understand important topics like budgeting, saving, and investing. The challenge and goal for this project was to make financial literacy more accessible, engaging, and less intimidating.I took on the role of both designer and developer, handling everything from research to the final product. The process began with research, where I surveyed Gen Z to understand their financial concerns, while also reviewing current literature. This research highlighted key pain points, including difficulty understanding budgeting and the fear of investing. With this information I moved on to presenting the pitch, which focused on how Liftoff could address these challenges by simplifying complex financial concepts and making learning feel less overwhelming.

The process began with research, where I surveyed a population of 60 Gen Z (primarily women) to understand their financial concerns, while also reviewing current literature. This research highlighted key pain points, including difficulty understanding budgeting and the fear of investing. With this information I moved on to presenting the pitch, which focused on how Liftoff could address these challenges by simplifying complex financial concepts and making learning feel less overwhelming. I created user personas based on my research to better understand the target audience. This helped me refine the app’s features and be sure the design aligned with the needs of recent graduates. I then  brainstormed different ways to present financial content in a way that would feel approachable and not overwhelm.

Next, I began developing the logo and branding for Liftoff. I started by sketching out ideas on paper, then made a variety of iterations and collected feedback before landing on the final. My aim was to make a logo that would be recognizable, clean and professional. The logo and brand identity used the theme of "lifting off" to symbolize starting a new financial journey, with a warm, calm aesthetic designed to resonate with the audience.

With the branding in place, I moved on to web and app wireframes, working in Figma. This phase was focused on creating a simple, intuitive user interface (UI) that made financial concepts easy to navigate. I incorporated simple, calming visuals, interactive elements, and a warm colour palette to make the experience engaging and not overwhelming. I then tranformed the wireframes into hi-fi mockups within figma, orgnaized and prepared as it would be to be handed off to a developer (in this case, future me).

Finally, I built out the website with Webflow. The website extends the brand and serves as a marketing tool to drive traffic to the app. It introduces visitors to the Liftoff concept and provides easy access to the app for download. With the website, I also created a case study booklet to showcase the process and results of the project, highlighting the app’s design, functionality, and branding touchpoints.

Liftoff
Case Study

An app that teaches Gen-Z about Financial Literacy.

Figma
InDesign
Photoshop
Illustrator

Liftoff is an app and website I designed and developed to help recent graduates, especially women, take control of their financial futures. Many young adults face financial uncertainty and overwhelm when they first enter the workforce, and often lack the education or resources to understand important topics like budgeting, saving, and investing. The challenge and goal for this project was to make financial literacy more accessible, engaging, and less intimidating.I took on the role of both designer and developer, handling everything from research to the final product. The process began with research, where I surveyed Gen Z to understand their financial concerns, while also reviewing current literature. This research highlighted key pain points, including difficulty understanding budgeting and the fear of investing. With this information I moved on to presenting the pitch, which focused on how Liftoff could address these challenges by simplifying complex financial concepts and making learning feel less overwhelming.

The process began with research, where I surveyed a population of 60 Gen Z (primarily women) to understand their financial concerns, while also reviewing current literature. This research highlighted key pain points, including difficulty understanding budgeting and the fear of investing. With this information I moved on to presenting the pitch, which focused on how Liftoff could address these challenges by simplifying complex financial concepts and making learning feel less overwhelming. I created user personas based on my research to better understand the target audience. This helped me refine the app’s features and be sure the design aligned with the needs of recent graduates. I then  brainstormed different ways to present financial content in a way that would feel approachable and not overwhelm.

Next, I began developing the logo and branding for Liftoff. I started by sketching out ideas on paper, then made a variety of iterations and collected feedback before landing on the final. My aim was to make a logo that would be recognizable, clean and professional. The logo and brand identity used the theme of "lifting off" to symbolize starting a new financial journey, with a warm, calm aesthetic designed to resonate with the audience.

With the branding in place, I began creating the web and app wireframes, working in Figma. This phase was focused on creating a simple, intuitive user interface (UI) that made financial concepts easy to navigate. I incorporated simple, calming visuals, interactive elements, and a warm colour palette to make the experience engaging and not overwhelming. I then tranformed the wireframes into hi-fi mockups within figma, orgnaized and prepared as it would be to be handed off to a developer (in this case, future me).

Finally, I built out the website with Webflow. The website extends the brand and serves as a marketing tool to drive traffic to the app. It introduces visitors to the Liftoff concept and provides easy access to the app for download. With the website, I also created a case study booklet to showcase the process and results of the project, highlighting the app’s design, functionality, and branding touch points.

Get In Touch

© 2025 Celia Brand Design