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.
NWM Podcast
Season 3 redesign of Northwestern Mutual’s flagship podcast — A Better Way to Money. Led strategic foundation, 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.
Creative Insight
Not the expert. The auntie who knows money.
Details
At a glance.
Client
Northwestern Mutual
Year
2026
Role
Creative Director
Scope
Season 3 redesign
Deliverables
Logo system, episode cards, web, social, merch
Agency
UWG Inc.
Creative Director on the Season 3 redesign of Northwestern Mutual’s flagship podcast, A Better Way to Money®. Led strategic foundation, 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.
Season 3 — What Shipped
Identity redesign. Audience level-up. New funnel.
Evolved identity system
Full logo, episode cards, web banners, social, merch — one continuous reassurance: you’re not alone with money.
Credentialed guest roster
Wendy De La Rosa (Wharton · TED), Julia Rodgers (HelloPrenup), Robert Waldinger (Harvard Adult Development) — charismatic, credentialed, high-interest.
New consumer journey
Family Finances Workbook as gated content + programmed email journey — a funnel where one didn’t exist before.
Launch
Season 3 trailer live. Episode 1 dropped April 16.
Ecosystem
Podcast header + episode cards
Scroll-stopping in a feed, emotionally safe for people who fear money talk.
Web banner + social
Applied identity across NM digital properties.
Merch
Scaling the system from 50px favicon up to wearable objects.
The Why
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
Logo system — pick in the curator.
Before + After
Before/after — pick in the curator.
Season 3 · What Shipped
My Role
Creative Director — identity + funnel.
As Creative Director at UWG on the Season 3 redesign of NM's flagship podcast, I led the strategic foundation, the creative concept development — Everyone's Cup of Tea and Knowledge at Your Fingertips — and the full logo and identity exploration, from December kickoff through three rounds of client review into launch.
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. I 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.