Juan Martinez

Sr. Visual Designer | Design Studio | 2015-2024

Scaling a Fintech Brand Across Product, Marketing, and Campaign Design

Worked within the internal design studio supporting brand, product, and marketing initiatives across the organization. Contributed to product launches, national marketing campaigns, investor communications, and brand system evolution during the transition from Personal Capital to Empower.

Team: Design Studio, Product, Marketing, Engineering

Focus Areas

  • Brand systems

  • Product UX/UI

  • Product launches

  • Marketing campaigns

  • Advertising creative

Outcome: Supported product launches, national marketing campaigns, and the evolution of the Personal Capital brand during a period of rapid growth leading to its acquisition by Empower. 

Marketing Design & Growth

Design That Moves Metrics

Creative Support in execution across lifecycle marketing, paid campaigns, email systems, and growth experiments. 

Product UI / UX Experience

Where Data Becomes Human

Contributed to the UX and UI evolution of the financial dashboard simplifying complex data into intuitive visual systems.

Advertising

Performance Meets Brand

Co-Created conversion-driven creative with brand storytelling to support national campaigns and platform growth.

fintech + wealth management

Personal Capital was one of the early digital wealth management platforms, combining personal financial tracking with professional investment services.

As the company expanded, the internal design studio supported teams across product, marketing, and leadership to maintain a consistent brand and user experience across the platform. During this period, the company launched new financial products, expanded its marketing presence nationally, and eventually transitioned into Empower.

Brand & Marketing Systems

As the company grew, maintaining a consistent visual identity across product interfaces, marketing campaigns, and communications became increasingly important.

Working within the design studio, I contributed to the evolution of the brand system used across multiple channels.

Key contributions included:

  • creation of marketing visual components

  • development of scalable campaign design assets

  • alignment between product interface visuals and marketing communication

The goal was to ensure a unified brand experience across the entire customer journey.

Integrated Marketing Campaigns

I contributed to performance-driven marketing campaigns designed to increase customer acquisition and brand visibility across multiple channels.

My work included designing scalable creative assets used across both digital and traditional media. Campaign deliverables included:

  • programmatic advertising assets

  • social media campaign visuals

  • email marketing graphics

  • responsive creative variations for performance testing

  • print advertisements in major publications

  • multi-city outdoor advertising placements

The campaign appeared across major U.S. markets including San Francisco, Denver, and Washington D.C., with print placements in publications such as TIME, Forbes, and Kiplinger. These campaigns extended the brand’s reach across digital platforms while reinforcing visibility in physical environments.

Product Design

Product Experience Contributions

Collaborated with product and engineering teams on improvements to the platform’s financial dashboard.

These improvements aimed to simplify complex financial information and make the platform more intuitive for everyday users.

The product’s dashboard experience was later highlighted by The New York Times as “the tool to beat” in personal finance.

Product Launch Design

As new financial products were introduced, the design studio supported launch campaigns and product storytelling across multiple channels.

Launches included:

  • Socially Responsible Investing (SRI) portfolios

  • High Yield Savings accounts

  • Private Client investment services

Design work included:

  • product launch landing pages

  • marketing campaign visuals

  • product diagrams and explanatory graphics

  • app store promotional assets

These assets helped communicate complex financial products in a clear and engaging way.

Meet Cashius

Helped bring Cashius—the brand mascot—to life from initial sketches and applied the character across marketing channels to promote the launch of the high-yield savings account.

Communication & Storytelling

Design also played a role in communicating complex financial information internally and externally.

I produced visual materials including:

• investor presentations

• sales and leadership decks

• educational financial content

• data visualization graphics

These materials helped transform dense financial topics into clear visual narratives for both customers and stakeholders.

Design Studio Contributions

  • BRANDING

    Supported company-wide rebrand that contributed to successful acquisition by Empower.

  • WEB DESIGN

    Designed responsive landing pages that simplified complex financial tools.

  • UX/UI

    Led visual design for a financial dashboard product serving millions of users, balancing clarity with engagement.

  • ADVERTISING

    Designed cross-channel campaigns (digital + print + outdoor) that drove user adoption and market visibility.

  • COLLATERAL

    Supported Sales & Advisory teams to create High Net Worth client presentations & collateral

  • DATA VISUALIZATION

    Designed data-rich reports with clear charts and brand-consistent layouts.

  • MARKETING DESIGN

    Designed cross-channel campaigns (digital + print + outdoor) that drove user adoption and market visibility.