Portfolio
Some projects I’m proud to have produced.
PREMIUM BRAND IDENTITY | 2023
Role: Director, Creative Production
A distinctive brand identity for reaching premium financial status.
With the launch of Wealthsimple’s updated pricing tiers for clients who have reached premium status we developed an extension to the core branding that takes into consideration more premium attributes. Although intangible, It was important for there to be a perceived feeling of specialness and belonging for premium clients, something they can aspire to and once achieved, won’t want to leave.
We conducted discovery into how Wealthsimple represents premium on the app and throughout all branded touch points, including color palette, creative assets, use of photography, typography, iconography and tone of voice to create a distinguished experience for clients. Project deliverables included font licensing, 3D renderings, videos, a photoshoot, landing page, in-product screens and a toolkit + guidelines for teams to be able to apply new branding in practice.
UNIFIED EMAIL TEMPLATE | 2022
Role: Director, Creative Production
A modular template for marketers to build emails faster and with greater personalization.
We redesigned the Wealthsimple email template to match the new unified design system. The template consists of a dynamic library of mobile-responsive modules, visual assets and a self-serve gif library that is suited for the most common lifecycle marketing use-cases. Modules were developed for cross-sell, referrals, product specific value props, and more.
Well over 50% of clients read emails on mobile vs desktop, thus creating the need for a mobile friendly template that grabs attention immediately and increases read time and conversion was a huge win for the team. With a diverse library of plug-and-play assets the lifecycle team is no longer reliant on designer time and can more easily self-service campaign building from start to finish.
WEALTHSIMPLE UNIFICATION REBRAND | 2022
Role: Lead Project Manager
Redesigning the world's most human financial company for a new era.
In early 2022 we embarked on a big project to unify our experience — to bring our separate Invest, Trade, Tax and Cash apps all into one financial super app. This provided an excellent opportunity to redefine how the Wealthsimple Brand and 3D Design System show up in our new, unified world — both in the product and across branded materials. We created an evolved 3D style, combined with impactful motion language where imaginative 3D illustrations and bold visuals interplay in a way that is both evocative and informative.
Mesmerizing visual metaphors are used to translate complicated topics into relatable concepts. The result: an evolved, future-focused experience and that balances a high-performance product with a more flexible, engaging and inspiring creative expression across all brand and product touch points.
WEALTHSIMPLE TAX | 2021
Role: Lead Project Manager
A simple and worry free solution to filing your taxes like an expert, no matter your situation.
To bring our newly acquired Tax product to life and boost consideration and new user acquisition during TY2020 season we developed a fully integrated go-to-market campaign— a first of it’s kind for the Wealthsimple team. To support over 85+ unique deliverables we developed a unique 3D style and suite of illustrations that highlighted the product value props and most common user-centered use-cases by partnering with Tendril agency. What resulted were a playful and oddly satisfying visuals that helped boost the performance of our content and messaging.
Along with asset production, a refreshed landing page, app store creative and other updates to key owned and paid media touch-points we developed a toolkit and marketing playbook that could be leveraged as a planning resource for future campaigns and to help teams work more quickly, control scope and maximize resourcing while still maintaining the highest quality output with optimal results.
WEALTHSIMPLE GIVEBACK | 2020
Role: Lead Project Manager
A giveback program to help millions more children access education.
The Giveback program aims to integrate the Wealthsimple brand with the Wealthsimple Foundation’s work. Donations on all profits made on managing RESPs go to help Canadian families living on low income to save for their children’s post-secondary education. The program directly builds brand purpose into the product by having a positive impact on issues that are important to the company and to clients. See the landing page here.
We developed a visually simple yet emotionally rich branding for the campaign that featured illustrations by the artist Palesa Monareng. We produced a casting and photoshoot capturing movements through a sequence of still photos which were then drawn and animated. So far the campaign has helped over 10,000 students receive more than $6 million in Canada Learning Bond benefits.
THE NEW YORK TIMES x EVERLANE | 2019
Role: Project Manager
Celebrating climate reporting for Earth Day.
As part of the Truth Is Worth It campaign we leveraged the moment of Earth Day in 2019 to highlight The New York Times’s commitment to climate reporting. One key (and brand new) way we did this was to launch a brand partnership with the clothing company Everlane, known for their ethical factories and commitment to radical transparency.
The collab included two t-shirts and two sweatshirts featuring the New York Times climate “Truth manifesto”. The collection sold out in less than 4 days. One reason why this collaboration was a success was all the marketing support that Everlane provided, including a homepage takeover, social media takeovers, digital ads and retail support.
THE NEW YORK TIMES FOOD FESTIVAL | 2019
Role: Project Manager
Showing attendees what it means to eat, drink and cook in the heart of New York City.
The first-ever New York Times Food Festival took place over the course of 10 days in September and October. The Festival featured tastings, live cooking demos and more in Bryant Park; insightful panel discussions with food-world favorites; and once-in-a-lifetime meals at 10 New York City restaurants.
A total of 54,194 people experienced The Festival either at The Park, The Talk or The Nights. Tickets for all three parts of The Festival sold out with The Nights tickets selling out in three hours from the time they went on sale. Event marketing had over 84 earned media placements across national and local outlets garnering a total of 4,857,310,392 impressions.