A human centered approach to investing’s future
Overview
Dough Investing needed a brand that resonated with younger consumers, making investing feel approachable and accessible.
The Problem
Traditional finance branding wasn’t connecting with millennials, who sought simplicity, authenticity, and innovation in financial services.
The Challenge
Especially among young audiences, there are several myths and misconceptions with investing, that it’s:
Only for financial experts
Get-rich-quick scheme
Trading is gambling
The more trades, the better
You need a lot of money to start
The Solution
We crafted a bold, high-contrast visual identity with authentic imagery balancing modernity with trust, simplifying complex financial concepts in a way that felt relatable and human.
The Impact
The design helped Dough stand out in a crowded market, creating an emotional connection with its audience while positioning the brand as approachable, modern, and trustworthy.
#doughinvesting
Welcome to investing like it never used to be
The Distinction
Investing research with context, relevant insights, all with a—why does it matter to me—filter. From an easy-to-use app to contextual investment advice, to helping curate stock portfolios, Dough provides everything you need to be a better investor.
Key Impact Visual
Bold Contrast, Timeless Connection
Modern Connectivity
Captures the balance between presence and anonymity in today’s digital age.
Bold Contrast
High contrast reflects bold, decisive choices, making the design memorable.
Audience Appeal
The shadowed subject creates intrigue, resonating with a millennial desire for authenticity.
Relatable Design
The device silhouette represents the universal experience of digital connection.
Brand Book
Investing in a New Language
Audience-Centric Design
Engages the diverse tech-savvy audience by understanding them and reflecting their values.
Bold Visual Style
Crafted to engage the audience through bold typography, raw photography, and modern layouts, creating a distinctive and impactful aesthetic that feels relatable and unique.
Clear Communication
Cuts through finance jargon with a transparent, honest approach.
Empowering Messaging
Encourages users to make informed, self-directed decisions.
Authentic Tone
Uses a conversational, direct voice, breaking from traditional finance language.
Accessible Experience
Simplifies complex concepts, making investing approachable.
The Biggest Challenge
Personalized and Powerful
Personalized Guidance
Dough meets you at every stage of your investing journey, offering insights and advanced features that scale with your expertise.
Curated Watchlists
Discover new opportunities with tailored watchlists focused on stocks and sectors that matter to you.
Scalable Platform
Built to grow with you, Dough adapts to your evolving needs, ensuring it remains valuable as your experience increases.
Key Insights learned
An early idea that was well received but eventually was killed.
Reflections and Lessons Learned: Do you have questions about investing?
Debunking Myths
It isn’t as confusing, complicated or as nasty as it might sound. Making smart investing decisions is easy – and safe - when you’ve got the right investing partner.
Brand Development & New Product Launch
CREDITS
Client: Dough Investing
My Role: Creative, UX