Role
Design Lead
Squad
Marketing
Team
Marketing director, growth marketing manager, head of design
01. Introduction
In 2024, NewRetirement took a bold step forward rebranding to Boldin, a name and identity that better reflected the company's mission: helping people live their financial lives with confidence.
As part of the design team, I helped shape the rebrand rollout, brand system, and marketing expressions that would unify product, marketing, and enterprise experiences under one cohesive vision.
02. Rebrand and manifesto
The rebrand wasn't just a new name — it was a philosophical shift.
The original name tied the company to one stage of life. Boldin was created to represent a lifelong journey of financial confidence, empowering people to be bold in every decision they make.
03. Brand system and assets
Our team built a comprehensive brand system to ensure consistency across every touchpoint — from advisor tools and dashboards to enterprise partner sites.
Logo & Mark
A refined wordmark and symbol that balances confidence with approachability.
Typography
ES Klarheit Grotesk as the primary typeface, paired with functional weights for hierarchy and readability.
Color
A warm, bold palette anchored by deep teal, vibrant orange, and natural greens.
Patterns & Iconography
Custom patterns and a functional icon set that reinforce the brand across UI and marketing.
Voice & Tone
Confident, clear, and encouraging — speaking to users as a trusted guide, not a financial institution.
04. Illustration and AI
To humanize complex financial topics, we established a new illustration style — warm, aspirational, and grounded in real life.
We combined hand-crafted illustrations with AI-assisted concepting to produce a style that fit our new aesthetic, accelerating creative exploration while maintaining brand authenticity.
Each illustration was built around narrative themes like Confidence, not confusion.
05. Paid social
We extended the new identity across paid social, podcasts, and marketing campaigns translating brand principles into motion and storytelling. Campaigns centered on financial empowerment and trust, using bold color, expressive typography, and optimistic messaging to stand out in a traditionally sterile category. On platforms like Facebook, LinkedIn and Reddit, Boldin's social creative became a showcase of clarity, warmth, and confidence — turning complex financial ideas into approachable, human stories.
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