Betterment
Brand Identity

Studio: Trollbäck+Company
Role: Chief Creative Officer

We partnered with the FinTech personal investing pioneer to redesign its brand identity and unlock the full potential of its innovative, human-centric spirit.

 
 

Betterment was established to bring investing to the masses, and was built on the belief that everyone should have access to good, fiduciary guidance—not just the wealthy—and that technology can provide that access.

 
 
 

We began by articulating a new purpose that activates Betterment’s name and opens exciting possibilities in finance and beyond: Making people’s lives better. Because changing the way we engage with our finances has the power to transform lives, each and every day. The new brand identity gives Betterment a more flexible and emotive strategic framework, design toolbox, illustration and motion system, and brand guidelines that help them support customers along every step of their financial journey.

View the full case study at Trollbäck+Company.

 
 

  • Trollbäck+Company

    Chief Creative Officer: Alex Moulton

    Executive Producer: Erica Schrager

    Executive Director Creative Strategy: Bo Bishop

    Producer: Natalie Studdert

    Design Director: Nadia Shireen Husain

    Strategists + Writers: Nathan Lackie, Mika Saulitis, Casey Halter

    Designers + Animators: Steven Wimberly, Lizzi Stuart Ignasher, David Conklin, Sarah Cortese, Kasella Acain, Krysta Coates, Tyler Rispoli, Charlie Wagers, Stephen Kelleher, Devin McGrath, Paris Glickman

    Video Editor: September Raines

    Betterment

    Chief Marketing Officer: Kim Rosenblum

    VP Design: Jay Carlson

    Creative Director: Allie Armstrong

    Creative Director, Written Words: Seth Styers

    Director of Product Marketing: Stefan Mancevski

    Head of Content & Production: Tony Maxwell

    Senior Design Manager: Michele Byrne

    Senior Brand Designer: Matt Calabrese

    Senior Product Designer: Ken Yang

    Senior Copywriter: Katie Knecht

    Creative Operations: Perri Holt

    + Credit missing? Please email me!

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