Season 3 redesign of Northwestern Mutual’s flagship podcast — A Better Way to Money. Led concept development (Everyone’s Cup of Tea + Knowledge at Your Fingertips), and the full logo + identity exploration from December kickoff through three client-review rounds into launch.
Most financial podcast logos signal expertise — charts, arrows, suits, dollar signs. Our audience doesn’t need another expert; they need permission. The auntie who knows money isn’t intimidating. She’s family. The logo is her front door: welcoming, safe, open.
Before/after — pick in the curator.
Creative Director on the Season 3 redesign of Northwestern Mutual’s flagship podcast, A Better Way to Money®. Led creative concept development (Everyone’s Cup of Tea + Knowledge at Your Fingertips), and the full logo + identity exploration from December kickoff through the three-round client-review cadence ending January 28. Coordinated with client marketing, field marketing, and activation teams to tie the identity work into the new Family Finances Workbook gated content package and email journey, which the brand did not have before.
Season 3 trailer live; first episode aired Thursday, April 16.
Full logo, episode cards, web banners, social, merch — one continuous reassurance: you’re not alone with money.
Wendy De La Rosa (Wharton · TED), Julia Rodgers (HelloPrenup), Robert Waldinger (Harvard Adult Development) — charismatic, credentialed, high-interest.
Family Finances Workbook as gated content + programmed email journey — a funnel where one didn’t exist before.
Season 3 trailer live. Episode 1 dropped April 16.
Scroll-stopping in a feed, emotionally safe for people who fear money talk.
Applied identity across NM digital properties.
Scaling the system from 50px favicon up to wearable objects.
69% of Americans feel depressed or anxious about money. 62% don’t talk to family about it; 75% don’t talk to friends. S1 proved the appetite; S2 the momentum. S3 asks the podcast to stand on its own — money belongs to everyone as the continuous statement.
Logo system — pick in the curator.
The bet I made: our audience doesn't need another expert, they need permission — so the mark became “the auntie who knows money,” a welcoming front door. Carried the system from a 50px favicon up to wearable merch, and stood up a gated Family Finances Workbook funnel where one didn't exist before.