WORK




Advisor Solutions Brand Expansion


Role
Creative Director
Team
Allie Armstrong
Rudy Agency
Chelsea Macher Betterment Advisor Solutions speaks to advisors weighing a move to independence: people looking for freedom, not another buttoned-up financial brand. The existing look was clean and professional, but it was very close to what advisors already saw at their large firms. Why would they jump ship for something that looked the same?

The Ultimate Breakaway Guide is where I began to shift design from BAU corporate designs to an energizing approach that led with lifestyle photography and interactive layouts. It became the best-performing piece Advisor Solutions had ever produced.

From there, the momentum for bolder designs kept on. I continued to evolve how the brand showed up with the addition of gradients, glass UI, and a serif typeface used by the client sife of Betterment. Below, the brand shows up cohesively in web, email, social, paid, and video. The brand today is elevated and distinct, and still rooted in the trust Betterment has earned over 15 years.







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