WHAT I DID
Led the point of view for the brand launch to reach a new audience in a hard-to-change category
OVERVIEW
An investing platform designed to help people take their first steps with confidence
CHALLENGE
Traditional finance platforms failed to connect with younger investors
IMPACT
50%
less confusion around the value proposition2×
understanding of what Dough offers1
unified narrative across brand and product“We’ll never wish you luck”
#doughinvesting
Dough needed a brand that made investing feel clear, human, and accessible to a new generation
we delivered
Reframed investing as a considered decision, not a gamble
Established a calm, human visual language rooted in confidence
Built trust through simplicity, restraint, and authenticity
Design direction
Visual exploration that helped define the brand’s tone
Differentiated
Investing that feels personal
what makes it different
Speaks to investors in language they understand
Guidance feels honest and useful
Helps beginners become confident investors
Lessons learned
Investing works when it meets people where they are
The outcome
Spoke to first-time investors in their own language
Challenged traditional investing clichés with honesty
Made investing feel personal through guidance and curation
Tested portrait-led question ads, then widened the story
Let’s build what’s next — together
Client — Dough
Role — Creative, UX
Services — Product, UX and UI design, visual storytelling