Modern home office setup with a monitor, ergonomic chair, keyboard, and indoor plants near a window with blinds.

Details

Art Direction

How do you make taxes playful and fun? The challenge from Wise Publishing was to make their brands moneywise and money.ca entertaining through a premium illustrated brand. I created an entirely new brand identity with a cohesive style of visuals for hundreds article illustrations, icons, ads, social media, and UI.

How do you make taxes playful and fun? The challenge from Wise Publishing was to make moneywise.com and money.ca entertaining and modern. I created a new logo and brand identity with a cohesive style of visuals for hundreds article illustrations, icons, ads, social media, and UI.

Services

Art Direction

Illustration

Animation

UI Design & Design System

Logo & Branding

Year

2022 - 2025

Clients

Wise Publishing

Details

Animation & Illustration

Animation was used extensively across the brand. Avoiding financial clichés and often bringing in metaphors with nature or fun motifs unrelated to money helps the brand give off a refreshing, smart and lively feel.

Details

Design System

To create consistency and remove guesswork for designers on the team, the design system was smartly organized into sets like primary/secondary/tertiary UI components etc. When a stakeholder asked for an element to "pop" more, we had a system for that! The designer would simply choose from default/mid/high modes and all elements would adjust, keeping their relative visual hierarchy. This reduced the variability in the UI and greatly improved efficiency.

Details

Systems established:

Figma branching strategy and changelog process, bringing alignment to our product teams.

Design Checklist, ensuring proper hand-off and QA at every stage of the design process

Custom Figma plugin that allowed our designers to find sneaky hidden variable overrides and more, bringing clarity to Engineers and avoiding design system complications.