Refreshing Betterment’s brand system
When Betterment entered an interim phase before a full-scale rebrand, I led the effort to breathe fresh air into the brand’s visual identity. The goal was to create a system that balanced trust and credibility with a renewed sense of energy and optimism. This wasn’t just about tweaking colors and typography—it was about building a cohesive, inspiring brand that empowers customers in their financial journeys.
Opportunity to evolve
Betterment’s brand is known for its reliability and professionalism, but there was an opportunity to make it feel more approachable. The design system leaned on darker colors and heavy typography, which at times came across as too robotic. Over time, inconsistencies across touchpoints made the system feel less cohesive, signaling the need for a refresh that better aligned with the brand’s mission and values.
The interim period gave us the perfect chance to address these challenges. It was time to evolve Betterment’s identity to be more optimistic and human while preserving the credibility and trust that are essential in financial services. Beyond just refreshing the look, we needed a design system that was scalable, cohesive, and flexible enough to adapt to a rapidly changing market.
Before the brand refresh
Reimagining a trusted brand
This refresh was all about balancing vibrancy with approachability. Every design decision was guided by Betterment’s mission to make people’s lives better. The color palette got a boost with brighter, more optimistic tones like yellow, while darker hues were softened to feel more inviting. Typography was updated to be clean and approachable, prioritizing readability while leaving behind the overly bold styles that could feel a little shouty.
Iconography blended 3D and flat elements, creating a visual language that was distinctive, polished, and relatable. Layouts were reimagined to put storytelling front and center, with imagery and messaging taking the lead. The result was a cohesive design system that didn’t just look great but also created a foundation for Betterment’s growth, and eventual rebrand.
By combining 3D and flat icons, we created a unique library of design elements to pull from.
Designing for optimism
As lead designer, I guided the project from strategy to execution, ensuring the refreshed system came to life across every customer and internal touchpoint. With a strong foundation in place, we updated the website and in-app designs with brighter visuals, dynamic layouts, and improved typography, creating a more engaging and approachable experience.
Email templates and social media assets were reimagined to reflect the brand’s new energy, while internal presentation slides were redesigned for consistency and professionalism. Every detail reinforced Betterment’s renewed focus on optimism and trust, building a brand that feels cohesive and inspiring at every interaction.
Why it works
Distinctive visual identity
The innovative pairing of 3D and flat elements established a style that is not only unique but also ownable in the competitive fintech space. This combination balances innovation and simplicity, making the brand both memorable and relatable.
Enhanced flexibility
The updated toolkit streamlines the design process, making it easier and faster to execute across a wide range of platforms and use cases. This flexibility ensures consistency while adapting seamlessly to new challenges and opportunities as the brand grows.
Stronger brand connection
The refreshed system embodies optimism and humanity, creating a brand that feels approachable and trustworthy. By aligning more closely with customer expectations, the new design builds stronger emotional connections while reinforcing Betterment’s reputation for reliability.
