Yieldstreet (now Willow Wealth) is a leading platform for private market investing, giving individuals access to alternative assets beyond the public markets. I joined as the first in-house brand and marketing designer, tasked with evolving the brand as it shifted its focus from a younger, HENRY audience to high-net-worth investors.
While a brand strategy agency led positioning and messaging, we reimagined the visual identity in-house to reflect a more sophisticated, experienced investor. We introduced a gradient-driven system to express the idea of portfolio diversification, bringing dimension, depth, and a more premium sensibility to a brand that had begun to feel stagnant and dated.
Senior Art Director, YIELDSTREET, 2022
One of the biggest challenges was bringing the platform’s diverse asset classes to life. The offerings ranged from familiar investments like real estate and art to more abstract financial instruments such as income notes, private credit, and private equity. To create a visual language that could hold both worlds, I partnered with a 3D designer to build a dimensional system for private markets — where the concrete and the conceptual could coexist within a single, cohesive brand universe.
Creative Director — Jess Lovell
Senior Art Director — Rosie O’Regan
Motion / 3D Designer and Video Editor — Justin Snow
Senior Art Director — Rosie O’Regan
Motion / 3D Designer and Video Editor — Justin Snow