Betterment

In 2025, Franklyn teamed up with Betterment on a refresh of their brand identity. Over the years, what began as “automated investing for beginners” has grown into a trusted tool for confident investors, financial advisors, and SMBs managing 401(k)s. The brand needed to reflect that evolution—more matured and sophisticated, without losing the approachability that made Betterment a great place to start investing.

As investing becomes part of everyday life, people expect financial tools to feel trustworthy, modern, and clear—especially in a space where brands tend to skew either overly casual or hyper-technical. We built a visual system that sits in a sweet spot.

Because Betterment’s product ecosystem lives primarily onscreen, we made the UI graphics feel tactile, juicier and more engaging. We also introduced the new headline typeface that adds charm, confidence and functionality, as well as the new illustration style that feels more elevated with the use of dynamic compositions and depth using gradients and shadows. Everything ladders up to a unified toolkit that scales across every corner of the experience, whether someone’s making their first deposit or diving deep into retirement planning.

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Designed at Franklyn
Year: 2025
Creative Director: Elisa Maezono
Design Director: Nana Nozaki
Design, Illustration & Motion: Nana Nozaki

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