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!