Personal Capital Rebrand
Personal Capital is an online financial advisor and personal wealth management company. While the company has been around for more than ten years, most people haven’t heard of it. The lack of brand awareness sparked the opportunity to rebrand the company with a focus on improving people’s lives through technology and personal relationships. I helped the marketing team transition from the old brand to the new one. Over several months, we created and implemented the new look across every touchpoint imaginable, from their website to client collateral, blog, and emails.
ClientPersonal CapitalAgencyIn-houseRoleart direction & UI design
THE BLOG
Personal Capital’s blog has been a trusted source of financial information. More importantly, it has helped establish the company’s credibility within the financial services space. However, it was beginning to look like every other financial investment blog, and I was challenged to redesign it. One of the significant challenges I faced was a lack of order. I sought to improve on this by reorganizing the hierarchy of information – akin to the layouts you might see in editorial publications.
RETIREMENT CALCULATOR
The blog serves as a proxy for new potential clients. Our personalized tools and resources are what help to create a trusted connection between our users and brand. I was challenged with redesigning one of the company’s most useful products, the retirement savings calculator.
HOMEPAGE
In addition to revamping the blog, I helped design several landing pages to create a more seamless user experience, a better understanding of the products, and a more explicit call to action.
Typography
