In 2022, NerdWallet brought its team of Nerds to the spotlight for the first time in national commercials. As our brand differentiator, the Nerds personify NerdWallet’s unbiased financial expertise, helping people cut through financial confusion and make confident decisions.

I led the development of the brand equity toolkit that extended the look, feel, and voice of these commercials into all below-the-line channels. This toolkit evolved into our evergreen brand system, shaping every touchpoint from digital campaigns to sports sponsorships. By centering the Nerds—along with dynamic facets and brand greens derived from our logo—we built a cohesive visual language that amplified brand saliency and made NerdWallet instantly recognizable.