Betterment

Betterment was established to bring investing to the masses; it 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. Today, Betterment is still striving to make things better in a world where money management remains shrouded in mystery and fintech competitors seemingly pop up overnight.

Knowing the brand’s core audience—working millennials—have been burned by false promises and unattainable ideals concerning “wealth” management, Betterment is uniquely positioned to be a transparent, clear-eyed, credible financial services partner that educates and advocates for their clients, ultimately turning practical transactions into emotional calls-to-action.

Better starts with money, but it’s not only about money. It’s an unending desire to leverage financial services to improve the lives of each person Betterment serves. Making people’s lives better is about avoiding tropes of easy wealth or overnight success; it is holistic, informative, empowering access to the resources and technologies needed to thrive—today and tomorrow. Because changing the way we engage with our finances has the power to transform lives, each and every day.

This simple yet impactful purpose informs every aspect of the brand, from its internal vision to the products it delivers to the experts it champions—even in the way it prioritizes the lives and aspirations of its own employees. Making people’s lives better has become an active filter for creativity and innovation.

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.

A warmer, richer color palette kindles optimism. The overall experience represents all the promise and potential of a brand new day—refreshing, vibrant, and full of possibility.

This feeling continues through voice, motion, typography, and photography, where people are always prioritized and personality is balanced with precision and clarity.

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.