Client: Cash App
Year: 2025
Role: Creative Direction, Copywriting
Category: Fintech
How I turned a very complicated fintech product into a web experience people actually understand… while navigating leadership, legal, and launch deadlines.
Cash App needed its web experience to upgrade from “that app you send money with” to a legitimate banking platform.
As the lead (and only) copywriter on the project, I partnered with web designers to test two homepage directions and led the messaging architecture and hero narrative for launch. The final structure simplified the ecosystem, surfaced trust signals early, and reframed Cash App as a modern banking upgrade — all under serious leadership, legal, and timeline pressure.
