Client
Year
2024
Roles
Tools
For this Forbes Premium Hub created with T. Rowe Price, the goal was to spark curiosity around how investors think about their portfolios while introducing readers to the potential advantages of active ETFs. However, investment strategy is often communicated through dense, technical language—creating a barrier to entry for many audiences.
The opportunity was to rethink this approach entirely: to design an experience that would invite exploration rather than require expertise. To bring this concept to life, I designed and illustrated an interactive narrative built around the metaphor of a race, visually representing the journey of navigating financial decisions.
Designing the Visual System
I illustrated and animated the entire visual system of the series. The movement and line work echo the feeling of acceleration and directional motion—mirroring both precision driving and the strategic adjustments investors make when managing portfolios.
An Interactive Hub
The experience opens with a custom illustration of a race car at the starting line, symbolizing readiness and potential—an analogy for active ETFs that are positioned to respond dynamically to changing market conditions.
As users scroll through the page, the perspective shifts to an aerial view of the car traveling down a road. The car pauses at key points along the route, revealing each investment question before continuing forward.
Using motion to create a sense of progression and momentum guides users through the content in a way that feels natural.
Key Takeaways
This project challenged me to translate complex financial concepts into a visual experience that feels intuitive and engaging.
By combining custom illustration, animation, and an interactive narrative structure, I created a hub that turns investment education into a guided journey, helping readers explore how active ETF strategies can support smarter portfolio decisions.
Collaborators
VP Design: Kristine Francisco
Content Lead: Nick CLunn
Program Management: Morgan O'Hare