Betterment
Brand Identity
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 it support customers along every step of their financial journey.
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 it support customers along every step of their financial journey.
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 it support customers along every step of their financial journey.
We redesigned Betterment’s visual identity to illuminate and inspire in equal measure, reflecting the lived realities and big ambitions of modern clients.
At the heart of Betterment’s new identity is a reimagined logo that evokes both a sunrise and a path forward. The simplicity and flexibility of the mark allow the brand to offer a seamless experience across platforms while using its shape as an activator for content, framing moments, people, products, and experiences.
We redesigned Betterment’s visual identity to illuminate and inspire in equal measure, reflecting the lived realities and big ambitions of modern clients.
At the heart of Betterment’s new identity is a reimagined logo that evokes both a sunrise and a path forward. The simplicity and flexibility of the mark allow the brand to offer a seamless experience across platforms while using its shape as an activator for content, framing moments, people, products, and experiences.
We redesigned Betterment’s visual identity to illuminate and inspire in equal measure, reflecting the lived realities and big ambitions of modern clients.
At the heart of Betterment’s new identity is a reimagined logo that evokes both a sunrise and a path forward. The simplicity and flexibility of the mark allow the brand to offer a seamless experience across platforms while using its shape as an activator for content, framing moments, people, products, and experiences.
We developed a custom illustration style to eschew conventional tropes of financial iconography and reflect the unique goals of Betterment’s diverse customer base.
A wide range of illustrative assets were created in collaboration with Betterment’s internal design team, designed to be used across touchpoints to emphasize the brand’s approachable-but-aspirational positioning. To ensure a cohesive implementation, we created robust guidelines and animation toolkits for all illustration styles, setting the brand up for years of singular expression.
We developed a custom illustration style to eschew conventional tropes of financial iconography and reflect the unique goals of Betterment’s diverse customer base.
A wide range of illustrative assets were created in collaboration with Betterment’s internal design team, designed to be used across touchpoints to emphasize the brand’s approachable-but-aspirational positioning. To ensure a cohesive implementation, we created robust guidelines and animation toolkits for all illustration styles, setting the brand up for years of singular expression.
We developed a custom illustration style to eschew conventional tropes of financial iconography and reflect the unique goals of Betterment’s diverse customer base.
A wide range of illustrative assets were created in collaboration with Betterment’s internal design team, designed to be used across touchpoints to emphasize the brand’s approachable-but-aspirational positioning. To ensure a cohesive implementation, we created robust guidelines and animation toolkits for all illustration styles, setting the brand up for years of singular expression.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer, Creative Director
Erica Schrager, Executive Producer
Bo Bishop, Executive Director Creative Strategy
Natalie Studdert, Producer
Nadia Shireen Husain, Design Director
Nathan Lackie, Strategist
Mika Saulitis, Strategist & Writer
Casey Halter, Strategist & Writer
David Conklin, Creative Technologist
Sarah Cortese, Designer
Steven Wimberly, Designer
Charlie Wagers, Designer
Stephen Kelleher, Designer
Devin McGrath, Designer
Lizzi Stuart Ignasher, Animator
Kasella Acain, Animator
Krysta Coates, Animator
Tyler Rispoli, Animator
Paris Glickman, Animator
September Raines, Video Editor
Betterment
Kim Rosenblum, Chief Marketing Officer
Jay Carlson, VP Design
Allie Armstrong, Creative Director
Seth Styers, Creative Director, Written Words
Stefan Mancevski, Director of Product Marketing
Tony Maxwell, Head of Content & Production
Michele Byrne, Senior Design Manager
Matt Calabrese, Senior Brand Designer
Ken Yang, Senior Product Designer
Katie Knecht, Senior Copywriter
Perri Holt, Creative Operations
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer, Creative Director
Erica Schrager, Executive Producer
Bo Bishop, Executive Director Creative Strategy
Natalie Studdert, Producer
Nadia Shireen Husain, Design Director
Nathan Lackie, Strategist
Mika Saulitis, Strategist & Writer
Casey Halter, Strategist & Writer
David Conklin, Creative Technologist
Sarah Cortese, Designer
Steven Wimberly, Designer
Charlie Wagers, Designer
Stephen Kelleher, Designer
Devin McGrath, Designer
Lizzi Stuart Ignasher, Animator
Kasella Acain, Animator
Krysta Coates, Animator
Tyler Rispoli, Animator
Paris Glickman, Animator
September Raines, Video Editor
Betterment
Kim Rosenblum, Chief Marketing Officer
Jay Carlson, VP Design
Allie Armstrong, Creative Director
Seth Styers, Creative Director, Written Words
Stefan Mancevski, Director of Product Marketing
Tony Maxwell, Head of Content & Production
Michele Byrne, Senior Design Manager
Matt Calabrese, Senior Brand Designer
Ken Yang, Senior Product Designer
Katie Knecht, Senior Copywriter
Perri Holt, Creative Operations
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer, Creative Director
Erica Schrager, Executive Producer
Bo Bishop, Executive Director Creative Strategy
Natalie Studdert, Producer
Nadia Shireen Husain, Design Director
Nathan Lackie, Strategist
Mika Saulitis, Strategist & Writer
Casey Halter, Strategist & Writer
David Conklin, Creative Technologist
Sarah Cortese, Designer
Steven Wimberly, Designer
Charlie Wagers, Designer
Stephen Kelleher, Designer
Devin McGrath, Designer
Lizzi Stuart Ignasher, Animator
Kasella Acain, Animator
Krysta Coates, Animator
Tyler Rispoli, Animator
Paris Glickman, Animator
September Raines, Video Editor
Betterment
Kim Rosenblum, Chief Marketing Officer
Jay Carlson, VP Design
Allie Armstrong, Creative Director
Seth Styers, Creative Director, Written Words
Stefan Mancevski, Director of Product Marketing
Tony Maxwell, Head of Content & Production
Michele Byrne, Senior Design Manager
Matt Calabrese, Senior Brand Designer
Ken Yang, Senior Product Designer
Katie Knecht, Senior Copywriter
Perri Holt, Creative Operations