Betterment’s ask was to make their fin-tech brand more appealing to young people and to stand out from an increasingly competitive market. While their existing brand identity felt professional, it lacked personality. As creative director for the proposal, I lead a team of creatives to develop three distinct directions. The example below is the one that I designed. Each direction included a logo and icon systems for how to identify the different product offerings. Credit to J. Collins for the logo design. Produced at Compadre.