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.
Strategy:
I helped develop 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.
Social:
Using the existing imagery as a foundation, we wanted to take a more omnichannel approach and extend the visual system across channels like LinkedIn and Instagram. The goal was to meet our audiences where they already engage, create more touchpoints around the content, and ultimately drive interest 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.