Case study 03 / 06 ⸺ WealthFit
Financial Education, at Scale
§ 01
My main gig from 2018 to mid-2023, as creative director and product designer. WealthFit teaches personal finance, investing and entrepreneurship online. Over those five and a half years it went from a couple dozen classes to more than 400, publishing new ones weekly. Most of what follows is about building things that could survive that pace.
§ 02
Brand Evolution
I did this first, on purpose, because everything downstream (the class covers, the intensives, the article art) had to inherit from something. The refresh cleaned up the logo type and hid a “W” letterform inside the WealthFit “pulse” mark. It was a small change, but the next five years of work grew out of it.
§ 03
Class Cover System
WealthFit used to farm out class art to off-site gig designers, one class at a time, and nothing tied any of it together. A student browsing the catalog saw a few hundred covers by a few dozen different hands. None of them agreed on what WealthFit looked like.
I built a cover system: a fixed visual signature for each of WealthFit’s main educational categories, with room to choose key art inside each one. The covers didn’t all look the same, but they all looked related.
The library got one identity instead of a few hundred, and the process got faster. The system carried the catalog from a couple dozen classes to 400+ without the art falling apart behind it.
§ 04
30-Day Intensives
Intensives ask for a month of your life; a one-off class asks for an afternoon. In a grid, those looked like the same product. I gave the intensives their own treatment inside the cover system, so students could tell what they were committing to before they clicked.
§ 05
Content Design
Articles were the top of WealthFit’s funnel, and articles get shared as images or not at all. So every article got key art and every class got downloadable tools, all built to the same brand standard. New pieces went out every week, so making each one by hand was never an option.
§ 06
User Experience & Product Design
A checkout button on a course page doesn’t tell anyone what they’re buying. So we built a funnel in front of it.
Prospective students got a taste of the teaching on video first. Then they could read deeper into each content vertical WealthFit offered, meet their instructors and see social proof, all before they reached for their wallet.