A bit of a deviation from my typical tech client, I was referred to Blackhawk Network to help design endcap displays for gift cards at supermarkets. After developing art and branding for their GoWallet online gift card venture, I was asked to direct the creative for a concept project: bringing financial services in-house at Northern California’s largest supermarket chain, Safeway. They envisioned a one-stop kiosk for cashing paychecks, wiring money and putting funds on a card for in-store use, as the target market was low- to middle-income people who may earn wages. Many of those in this bracket don’t have their own physical bank account, but utilize businesses that provide check-cashing and money wiring with high transactional fees.