Bringing a human touch to smart investing tools built for everyone.
During my time at Wealthsimple, working in their Brooklyn office in New York City, I was instrumental in advancing the brand's mission of democratizing financial freedom through innovative and inclusive design solutions. As the right hand to Creative Director Stina Sawdust, I played a key role in leading design initiatives, providing mentorship, and promoting a holistic approach to our craft. I spearheaded various product launches, such as Stock Lending, Tiers, and Monthly Yield Funds (Private Credit), overseeing artwork conceptualization and ensuring consistent representation across platforms. Collaborating closely with the 3D/Motion team, I ensured that final renders aligned with our brand identity, resonated with our target audiences, and made our products both appealing and accessible.
Stina Sawdust, Executive Creative Director | Priya Mistry, Senior Brand Designer | Jeshurun Webb, Creative Director
Rawa Qadir, 3D & Motion Designer | Ben Fryc, 3D & Motion Designer | Elise Assenza, Senior Brand Designer | CJ, Senior UX Designer
Designing for a simple and unified brand experience that educates, resonates and is accessible for everyone.
PROJECT 02
Figma Ideation Process
PROJECT 04
Tiers
Wealthsimple introduces Tiers, a personalized plan tailored to you and your duration with Wealthsimple. To symbolize the progression from one tier to another over time, we crafted an animated coin display. Each colour denoted a distinct Tier Plan, merging harmoniously in a fluid gradient. This dynamic coin array was optimized for various platforms, enlivened with motion and captivating music.
On web page, it became interactive, seamlessly flowing in as users scrolled through the content.
In collaboration with:
Ben Fryc, 3D & Motion Designer
Rawa Qadir, 3D & Motion Designer
Jeshurun Webb, Creative Director
Wealthsimple Magazine
Editorial
In addition to campaign work, I also worked to produce the art behind many Wealthsimple Magazine articles. I often illustrated them myself, or worked with an illustrator to bring it back to the brand. I would start in my sketch book, and then add colour and motion using After Effects. Each piece of artwork needed to feel human, and the challenge was to take daunting financial subjects and represent them in compelling yet simple way that any human could grasp and resonate with.
PROJECT 01
Options
Wealthsimple introduces Options trading. To illustrate the diversification of your personal portfolio, I collaborated with the 3D/Motion team to devise a creative concept resembling puzzle pieces. These pieces of the floor were designed to move around and seamlessly fit together in various configurations. A coin, emanating a soft glow, traversed through these modular and immersive structures, crafting a striking array of interactive elements within the Options visual realm.
In collaboration with:
Ben Fryc, 3D & Motion Designer
Rawa Qadir, 3D & Motion Designer
Jeshurun Webb, Creative Director
PROJECT 03
Monthly Yield Fund
Stock Lending
Wealthsimplified teaches you Stock Lending. To make Financial terms and processes more easy to understand and accessible to the average person, we introduced Wealthsimplified. Primarily living on Instagram and TikTok, Wealthsimplified’s purpose was to share and educate followers about upcoming new launches and current products. To make Stock Lending easier to understand, we designed an eye-catching and dynamic world of iconography and moving artwork to tell the story behind what it is and why it matters to them.
In collaboration with:
Ben Fryc, 3D & Motion Designer
Rawa Qadir, 3D & Motion Designer
Jeshurun Webb, Creative Director
Wealthsimple introduces the Monthly Yield Fund (Private Credit).
To symbolize the introduction of a new Monthly Yield of 9% aimed at diversifying portfolios, we envisioned a moon suspended within a transparent cube. Engaging curiousity, we orchestrated a gradual reveal. The cube elegantly rotated, initially opaque, gradually unveiling the moon, symbolizing this novel offering. Employing a palette of black and refined aesthetics, we crafted a luxurious and exclusive ambiance for the Monthly Yield endeavor.
In collaboration with:
Ben Fryc, 3D & Motion Designer
Rawa Qadir, 3D & Motion Designer
Jeshurun Webb, Creative Director
