Independent

Frank Augugliaro
Greg Hergott

Wealthsimple had become one of the most recognized financial brands in Canada, but its identity no longer reflected the scale of the company or the ambition of the product. I was tasked with designing a new logo that could carry more confidence without losing the simplicity and approachability that made the brand feel accessible in the first place.

The challenge was finding the balance between familiarity and change—creating something distinctive enough to move the brand forward while preserving the equity millions of customers already trusted. The final mark is deceptively simple, the result of countless iterations, refinements, and real-world testing across everything from product interfaces to large-scale brand campaigns.