Not Ideal: Large part of image blurred, ambiguous outdoor, no action visible, unbalanced composition.
Ideal: Multiple genders and ethnicities, natural empty space for copy, casual body posture.
Not Ideal: Studio shot, too lifestyle.
Our color gradation techniques depend upon the kind of message we're conveying: mission or product.
For mission, we use "Duotone" and for everything else, we edit a good photograph to be more on-brand.
Color Gradation Rules
We edit the photographs to be in duotones of Earnin Pink or Earnin Purple.
Maintain a pleasing contrast.
Make sure to have little to no burnout areas.
Edit neutrals in a way to convert blacks to darker tints of Earnin Pink or Earnin Purple.
We edit yellow or green man-made objects to tints of reds, pinks, blues, or greys.
We decrease the contrast of the image if it has too much contrast so as to maintain softness of the people.
We use a 8-10% Earnin Pink or Earnin Purple Soft Light filter to make the image feel more on brand.
We use patterns to add depth and meaning to our compositions.
This pattern represents what is ingrained and in the very “DNA” of Earnin. We’re focused on everyday people. Like people’s lives, this pattern is maze-like with obstacles and wins along the way.
The wave pattern is an abstract representation of life with organic lines that ebb and flow like the tides on a shore.
Like waves that roll in and out, the movement of the lines represents the challenges and renewal that people face every day.
Like life, this pattern has numerous pathways and it’s up to us to explore and learn from them.
The Hand Typography
This pattern is a playful representation of all of Earnin’s values – it is bold and lively much like the brand. The handwritten texture gives the pattern a human touch and gives the feeling that anyone can be a participant in this movement. There are many different parts to this pattern but they all come together to create feelings of authenticity and joy.
Here are some examples of how our typography, colors, photography, and patterns come together.
Our tone is conversational and human. We’re plain-spoken and we get to the point. We write in the first-person plural (we).
We convey empathy and care with our words.
We’re never pushy or salesy.
We speak in everyday language, use proper punctuation, and use the Oxford comma.
We use contractions.
In the case of synonyms, we choose the word least likely to be misinterpreted.
We are relevant, we know what's up with social media and pop culture, and we're not afraid to express ourselves.
Slang is ok, but we make sure to look up all definitions of a word or phrase before using it. (Ask your peers to be safe.)
We have a sense of humor, but know our audience and consider when it’s appropriate. (If your main job is not writing, lean on the side of not using humor.)
Tone of Voice
Customer: avoid this term externally.
Because Earnin’s tools do not require payment, it’s inaccurate to refer to the people who use them as customers. Instead, say community members (CMs) or members.
We should refer to people we speak with directly by their name, not indirectly by generalizing our response to apply to all community members.
Do not respond to any community member communication, in social media channels especially, with images not related to our products, GIFs, memes, or links.
No form of language or expression should be used that could be interpreted by a reader, viewer, or listener as being racist, sexist, derogatory of a particular group, or otherwise offensive.
Gender-specific words or pronouns (‘men’, ‘women’, ‘he’, ‘his’, ‘him’, and so on) should be avoided in any general reference relevant to males and females. Instead, use ‘people’, ‘community members’, a person’s general or specific occupation (‘student’, ‘office worker’, ‘Community Advocate’), the passive voice, or write in the first person plural (we.)
We’re culturally sensitive. We understand the references and connotations that are commonly associated with phrases before putting them in writing. If it is absolutely necessary to use a term we’re not sure about (such as in a quote), include a referenced definition.
Things to avoid, be sensitive about, and be aware of.
Words we like (and words we don't)
Earnin - In written form:
Use singularly to refer to the company name and the app.
Correct: Download Earnin!
Incorrect: Download the Earnin app.
Always uppercase in a sentence. Always lowercase in the logo or in a hashtag.
Never add an apostrophe (Earnin’).
Cash Out (noun) -All references to the product name (noun) and the money withdrawn from your upcoming paycheck are two words with capital C and capital O. Ex: You can cash out $100 using Earnin Cash Out.
(To) cash out (lowercase)- Two words, both lowercase.
The verb form referencing the act of withdrawing money from your paycheck. Ex: I’m going to cash out $20, and I’ll let you know when my Cash Out hits my bank account.
Pay It Forward - No hyphens. Each word is capitalized.
Download / join us -Preferred over “Sign up.”
Health Aid - Two words, capital H capital A.
Cash Back Rewards -Three words, capital C, B, R. Don’t shorten to “Cash Back” or “Rewards” when referring to the product.
Max / Maxes - Capital M. Not “maximums” or “limits.”
Timesheet - One word.
Email - One word, no hyphen.
Pay stub - Two words.
Customer* - Do not use this term to refer to the people who use Earnin.
Automagic Earnings - Replaces a timesheet - works with GPS & fixed work location to automatically add earnings to account each workday.
Assembly member - When used singularly (without a name), it should be 2 words and the office should be capitalized. When preceding a name, it should be 1 word, capital A. Ex: Assemblymember Marc Berman
Pay What You Choose.
Pay What You Think Is Fair.
Make Any Day Payday!
Choose Your Payday.
Pick your own payday.
Your money, when you want it.
Access to your pay as soon as you've worked.
Join Earnin to cash out when you need your money.
Payday at your fingertips.
Tired of waiting two weeks to get your money?
With Earnin, we all choose what to pay to support the service — it could even be $0.
Earnin lets you cash out right when you leave work, instead of waiting weeks.
No fees. No loans. Just a community that believes in choosing when you get paid.
Your bills don’t wait till your next paycheck. You shouldn’t have to, either.
With Earnin, you can get paid as often as you work.
Whether you’re covering your phone bill or investing in next semester’s textbooks, we’ve got you.
Phone bills don’t wait for payday. You shouldn’t have to either.
Download the Earnin app to access your hard-earned money anytime without interest or fees.
• focuses on understanding financial disparities and how to give everyday people the products they need,
• provides people with access to the money they’ve earned before their employer’s pay date,
• negotiates with medical billers to make healthcare bills more affordable,
• provides a way for people to earn and save cash rewards without requiring a credit card or the requirement to hit spend thresholds before being able to earn their rewards,
• provides tools to help people avoid overdrafts, remember when their bills are due, and get access to the money they’ve earned.
A quick guide to explaining what Earnin does - a simple breakdown of our products: