(Vestwell)
Vestwell is a financial technology company that makes it easier for more Americans to save for life’s most important moments - from retirement to education and healthcare. We refined Vestwell’s positioning, messaging, and visual system to modernize the brand and align it with their mission to empower Americans to save. This included their full identity development from logo system, typography, color, motion, to brand guidelines.
(Info)
Vestwell
2025
vestwell.com
(Services)
Brand Identity,
Brand Positioning
Brand Strategy
Design Direction
Brand Identity
Motion Design
Copywriting
(Contributors)
Kari Andrusko Brand Strategy
Nick Francis Brand Strategy & Copywriting
Charlie Geyer Production
The shielded V mark connotes protection, stability and institutional trust, reflecting Vestwell's promise to safeguard every client's future, while the V monogram nods to victory and validation, underscoring our commitment to empower users and drive measurable success.
Centered around a rich blue, the palette is supported by a versatile range of tonal blues, grayscale neutrals, and vibrant accents that enable both clarity and expressive flexibility across the brand.
Vestwell’s 3D illustrations combine organic, “wonky” forms with simplified geometry, soft directional lighting and a subtle matte-grain finish. This approach delivers a friendly, approachable vibe without sacrificing the polished precision our brand stands for.