FIRST BOULEVARD

First Boulevard (rebranded as Kinly in 2023, now part of Greenwood Bank) a fintech startup committed to building generational wealth for Black America through financial education, culturally relevant tools, and automated wealth-building strategies. Backed by $20M in total funding—including a $15M Series A led by Point72 Ventures—the company launched in 2021 to help address the financial gap faced by unbanked and underserved communities.

My Role: As the sole Senior Graphic Designer and de facto art director, I served as a core creative partner across the organization—supporting departments including communications, product, financial education, and social media. I developed cross-platform assets spanning web, video, digital campaigns, social content, and print. In true startup fashion, the brand evolved rapidly. Between 2020 and 2022, I played a key role in guiding the company through three full rebranding cycles, ensuring visual consistency and clarity as the company’s mission, voice, and product offering grew. It was a fast-paced, high-impact experience that challenged and sharpened my ability to deliver thoughtful, scalable design in a constantly shifting environment.

Logo design

Branding, podcast

Card art

App loading page, commemorative, template design

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Marketing material, template design

Above: Email communication campaign, template design
Bellow: Founders web page and blog

First Boulevard rebranding / transitioning. The first iteration of the brand, seeing above, was designed to appeal to potential investors, as the first phase of this Fintech startup. With that, the company was able to generate investments enough to achieve its main goals: to put together a solid team of product engineers to build the app and the social media channels—the company had two main channels focused to build community, their podcast Money & Sense, and a video based Finance Education Program with Dr. Melody Wright driven to social medias. At this point the company had less than a year to hit the market as a public enterprise.

Name changing. At this phase where the startup was getting ready to hit the market, there was an impediment with trade marketing the name First Boulevard so the company decided to go under a transitional phase seeing here—at this time, there were already some brand equity built under that name amongst investors and social media followers, so that strategy seems safer since the company had some time until hitting the public sphere with their app.

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Above: New logo, new logo applications for digital, and collateral material
Bellow: Rebranding of the podcast Dollars & Sense, Spotify and social media channels

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Above: Digital brochure

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Above: Social Media templates

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Above: Finance Education Program, social media

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Above: Data visualization.

Above: Finance Education Program, social media, video template

Bellow: Founders page

Above: First Boulevard to Kinly, name changing, product launch, public campaign. Video production by Visa

Client: First Boulevard (now Kinly, acquired by Greenwood Bank)
Location: Austin, Texas, remote
Keywords: Art direction, digital design, card carriers, print production, web assets, templates
In-house design, 2020-2022