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.