WORK




Betterment Plus


Role
Art Director
Team
Chelsea Macher
Allie Armstrong
Kaily GillanBetterment Plus is the company's first tiered service, created for accounts over $250,000. The goal was to reward and retain high net worth customers, and to give those approaching the threshold something to work toward. The brief was open: feel premium and distinct from Core without losing what makes Betterment, Betterment.

As art director, I explored gradients, 3D, and pattern. An early concept of a coin floating over a mountain read tech-forward and utopian, so we grounded it in the brand's approachable, trustworthy character. The result is a gold coin shot from above on a flat sand surface, its texture modeled on a cymbal and radiating from the apex of the Betterment logo. A gold gradient pill carries the idea into the product as a quiet marker.

Because Plus lives in the app permanently, we layered it lightly through the existing experience instead of taking it over. Built through prompting in Claude Code in collaboration with our 3D motion designer, the art is designed to flex into higher and lower tiers as the system grows.

“I just opened the email and feel wealthier already.” —Plus Client







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