CHALLENGE
Younger audiences felt disconnected when it came to investing and didn't see themselves in the story or the products
OUTCOME
An investing platform designed to help people take their first steps with confidence
IMPACT
50%
less confusion around the value proposition2×
understanding of what Dough offers1
unified narrative across brand and productTHE QUESTION
What if investing was more human?
the shift
Investing felt scary and unattainable to younger audiences.
We moved away from institutional finance imagery and built a narrative that speaks to human experiences in everyday language.
The voice became useful and authentic, built with the audience in mind.
THE SYSTEM
Introduced the typeface IBM Plex as it brings a balance of precision, warmth and accessibility. Setting the headline in all capitals along the side vertically gives a natural bounce. Bringing clarity, confidence, and modern feel to the composition.
The use of gothic typography was introduced as a secondary option to disrupt the conventions of traditional investing communication.
Black and white photography and mixed media breaks conventional corporate imagery rules flipping traditional investing on its head.
Providing a new system built on honesty, hope, and optimism.
Why It Mattered
The work appealed to an audience in a difficult category through restraint and finding what's real.
Dough positioned themselves differently by meeting investors at their experience level and teaching them how to invest. They also curate stocks you actually care about giving you buy-in.
Let’s build what’s next — together
Client — Dough
Role — Creative Director
Services — Brand Strategy · Product Design · Visual Storytelling