Case study 03 / 15 ⸺ WealthFit
Financial Education, at Scale
§ 01
My main gig from 2017 to mid-2023, as creative lead and product designer. WealthFit teaches personal finance, investing and entrepreneurship online. Over those six years it went from a couple dozen classes to more than 275, 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. 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 six years of work were built from it.
§ 03
Class Cover System
Class art used to be farmed out to off-site gig designers, one class at a time. Nothing tied any of it together. A student browsing the catalog was looking at a few hundred covers from a few dozen different hands, none of which 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 275+, new ones shipping every week, 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. It went out every week, so hand-making each piece was never an option.
§ 06