Capital Group — ETF Investing Guide & Brand System
My Role
UX/UI Designer & Brand Lead · 8 months · 2024–2025
I designed the end-to-end UX for Capital Group's ETF education hub — the landing page information architecture, visual design system, video template series, and the ETF brochure cover. I was the lead designer working cross-functionally with the ETF team, data team, and experience team. Copy and content strategy was built in collaboration with a writer.
the design challenge
Financial advisors needed a single destination to learn about ETFs — from the basics all the way through to portfolio optimization. The challenge was designing a content journey that didn't overwhelm, but didn't oversimplify for a sophisticated audience.
the ux flow
Step 1 The Basics
Locked intro, transition & outro. New episodes only replace the middle. Any designer can produce without rebuilding
Step 2 Go deeper
Additional resources when they need more
Step 3 Deep knowledge
Full education hub — articles, guides, FAQs.
Step 4 Optimize
Ready to invest — strategy tools and fund selector.
three design decisions
video template system
Locked intro, transition & outro. New episodes only replace the middle. Any designer can produce without rebuilding.
Brochure cover
Repeating type treatment + geometric frame. Bold, ownable visual language bridging print and digital.
Complex ideas made visual
Bold typographic treatment turns a technical concept into a scannable, memorable page. Information hierarchy doing the heavy lifting.
This was a full cross-functional project — ETF team, data team, and experience team, with copy developed in collaboration with a writer. My role was to translate the content strategy into a UX and visual system that worked across every format and touchpoint.