Betterment

Studio: Trollbäck+Company
Role: Designer + Illustrator

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. Working with the team at Trollback+Company, we redesigned Betterment’s visual identity to illuminate and inspire in equal measure, reflecting the lived realities and big ambitions of modern clients.

We developed a custom illustration style to eschew conventional tropes of financial iconography and reflect the unique goals of Betterment’s diverse base. A wide range of illustrative assets was created in collaboration with Betterment’s internal design team, and are designed to be used across touchpoints to emphasize the brand’s approachable-but-aspirational positioning.

The illustrations are colorful and expressive, built from simple geometric shapes, and fun without being juvenile—just like Betterment itself. To ensure the cohesive activation of these elements across the spectrum of Betterment touchpoints, we created robust guidelines and animation toolkits for all illustration styles, setting the brand up for years of singular expression.

View the full case study at Trollbäck+Company.