etf.com
ROLE
Lead Designer & Creative Director
SCOPE
Brand + Digital Product + UX Strategy + UI Design
Transforming Financial Intelligence Into
a Digital Experienceetf.com is a leading source for ETF intelligence, market news, research and financial tools. While at Ruckus, I led the creative direction for a comprehensive brand refresh and digital platform redesign—leading a team of three designers and establishing the creative framework that would carry the new vision across the experience.
The project began with a storyboard that I developed and presented to the client, defining the new creative direction and how the brand could evolve across the digital experience. Once approved, I translated that direction into a visual system that gave the team a clear foundation for execution.
Bridging Finance
& TechnologyThe challenge was to modernize a trusted financial publication without losing the authority and credibility that made it valuable to its audience.
Inspired by financial periodicals, the visual system paired editorial typography with a contemporary digital framework. A distinctive green overlay, inspired by U.S. currency, became a recognizable visual device for highlighting key information and creating hierarchy throughout the experience.
To keep the growing body of work cohesive, I created a style tile defining the color palette, typography and visual language, along with the principles and guidelines the team could use across the project. This gave each designer a shared creative framework while allowing them to work independently across different areas of the experience.
Designing for Engagement
& GrowthThe redesign created more reasons for users to return while opening new opportunities for the business.
I delegated work across the three-person design team, providing creative direction and review throughout the process to ensure the work remained aligned with the broader vision. The visual system gave the team the flexibility to develop individual components while maintaining a consistent experience across the platform.
Personalization allowed users to follow contributors and topics, receive tailored email updates and discover related content throughout the site. I also worked with the sales team to integrate dynamic advertising and sponsored content into the design system—creating flexible opportunities for monetization without compromising the editorial experience. Together, these features transformed etf.com from a destination for information into a more connected platform built for engagement and growth.
Financial Tools at Your FingertipsThe redesign brought ETF research and market intelligence into a more accessible, interactive experience.
Ticker Crawl
A real-time view of the day's biggest market movers, giving users an immediate snapshot of market activity.
ETF Screener
A powerful filtering and comparison tool allowing users to evaluate ETFs across fund basics, performance, fund flows, analysis, fundamentals, ESG data and custom criteria.
Compare ETFs
A side-by-side comparison experience that lets users evaluate two ETFs across multiple variables while generating supporting data and visualizations.
ETF Fund Flows
An interactive tool allowing users to explore daily fund flows for individual tickers across a selected date range.
Stock Finder
A discovery tool allowing users to search for a stock and identify the ETFs that hold it.
A Smarter Financial
PlatformThe result was more than a visual refresh. etf.com evolved into a more connected digital experience—bringing together editorial content, personalized discovery, financial data, interactive tools and advertising within a single cohesive platform.
More importantly, the project demonstrated how a clear creative vision and a strong design framework can enable a team to work independently while producing a cohesive experience.
By establishing the creative direction, defining the visual system and guiding the team through execution, the project brought brand, UX, content and business strategy together to transform a complex information platform into an experience that was more useful for its audience and more valuable to the business.