Wealthfront: Vested Interest
Expertise:
Overview:
Wealthfront is a digital investment and financial planning company that helps people invest, save, and build long-term wealth through technology. During my time there, I worked across multiple marketing and editorial projects, with a strong focus on Vested Interest, Wealthfront’s weekly editorial newsletter, helping shape its visual direction, storytelling, and overall design system.
Outcome:
The outcome was a more engaging editorial experience, using purposeful visuals to reinforce the messaging of each story and make complex financial topics more approachable. The visual system also created a stronger, more cohesive identity across the newsletter.
My Role:
Designed and defined the visual direction for Vested Interest, the company’s weekly editorial newsletter, creating a cohesive visual system and style guidelines for consistent, engaging storytelling. I also supported the redesign and visual alignment of existing marketing materials, including digital ads and social content, helping create a more cohesive brand experience across channels.
Credits:
Ian Bauer, Ben Mathis Lillet
Email Newsletters:
Vested Interest is a biweekly newsletter from Wealthfront that breaks down the biggest stories in personal finance, economics, and investing. It translates complex financial topics into clear, engaging, and relevant stories, helping readers understand what’s happening in the market and what it means for their everyday lives.
I developed the visual experience for the newsletter, creating a flexible editorial system spanning illustrations, collages, infographics, and supporting graphics. I focused on making complex financial information feel more approachable and easy to digest while establishing a cohesive visual language that could adapt across different stories and issues.
Strategy:
The strategy was to build a recognizable visual language that could flex across newsletter, editorial, social, and campaign touchpoints, while creating a scalable system of typography, imagery, illustration, layouts, graphic devices, and templates that allowed the team to move quickly without every story requiring a completely new visual solution.
I focused on translating complex financial topics into approachable visual narratives that felt engaging rather than overly corporate or technical, while balancing Wealthfront’s established brand with a more editorial and playful personality for Vested Interest.
The system was also designed for distribution beyond the newsletter, translating naturally across social, short-form content, and other marketing surfaces while maintaining consistency and giving each story enough flexibility to have its own visual hook.
Social:
Using the existing imagery as a foundation, the strategy extended Vested Interest beyond the newsletter through a more omnichannel visual system across platforms like LinkedIn and Instagram. Social created an opportunity to translate financial and economic topics into shorter, more visual, and accessible stories creating new touchpoints around the content, introducing Vested Interest to new audiences, and ultimately driving awareness and engagement with the newsletter.
Impact:
This created a more engaging and approachable way for readers to interact with difficult financial topics, while establishing a flexible visual system that made recurring newsletter content feel cohesive, editorial, and distinctive. The combination of illustrations, collages, and infographics helped turn information-heavy stories into content that was easier to understand, visually engaging, and more enjoyable to explore.