Vestwell — Vestwell Unwrapped
A data-driven campaign that turned year-end insights into something personal and engaging.
Campaign Concepting & Visual Direction
About the project.
Vestwell Unwrapped is a year-end campaign designed to help clients reflect on their savings progress over the past year. Inspired by the familiar “wrapped” format, the campaign transformed complex financial data into a clear, approachable, and celebratory experience. My role focused on shaping the visual language and email system, ensuring the campaign felt engaging, on-brand, and easy to scale across multiple audiences and data sets.
Creative direction.
Early exploration for Vestwell Unwrapped focused on finding the right balance between clarity, familiarity, and brand expression. Several visual directions were explored to understand how the campaign could feel celebratory and engaging, while still supporting complex, data-driven content. These moodboards helped narrow in on an approach that felt recognizable, flexible, and distinctly Vestwell.
Landing on a direction.
The newspaper concept offered a clear, ownable foundation, editorial and credible without mirroring Spotify Wrapped. We elevated the direction with bold color and graphic moments to ensure the experience felt celebratory and attention-grabbing.
