Concept: The establishment has made us comfortable. We’re ok with those guys telling us what to do. They’re settled in their ways from doing things for 60 years. Betterment is the competition to the establishment.

Typography was used as the main story telling element paired with a bold use of color, illustration, iconography and CTAs to help complete the story. The asset ads used a straight forward brand type and color to allow the asset creative and CTA to stand out in comparison to the layout elements.