Art direction, Senior Brand Designer: Ari Dena
Lead art direction, Senior Brand Design Manager: Idil Gözde
Creative Director: Allie Armstrong
Lead art direction, Senior Brand Design Manager: Idil Gözde
Creative Director: Allie Armstrong
Betterment Diversity and Inclusion - ERG
I had the opportunity to collaborate with our internal Employee Resource Groups (ERGs) at Betterment to develop cohesive branding that enhances cultural awareness and fosters community. This initiative included creating distinctive logos, branding elements, patterns, apparel, and office assets—each tailored to reflect the unique identity of the groups. Our objective was to craft empowering sub-brands that not only elevate visibility during events and throughout the year but also promote inclusivity and safe spaces. Through this thoughtful design approach, we aimed to strengthen connections within each group and celebrate our diverse cultures. Each group’s brand builds on the foundation of our Betterment logo and color palette, creating a cohesive yet distinct visual identity. By expanding the color palette to introduce varying hierarchies, we reflect the unique essence of each group while maintaining a unified look. The logos are designed to seamlessly integrate within our Betterment sunrise logo using a structured grid system. This approach ensures consistency across all ERGs while allowing each group’s identity to shine, celebrating the diversity within our community and remaining anchored in our overarching brand.