// branding & advertising
COIN is one of John Hancock’s entrants into the direct-to-consumer, robo-advisor investing category. The vision is to build tools for people to improve their financial lives and invest consciously. A mobile-first product, COIN’s point of differentiation is it enables investing that is customized to a user’s values, which is particularly important to millennials; in fact, the name, COIN, is a portmanteau of the words “conscious” and “investing.” Our goal was to create a distinctive, iconic visual brand for COIN that is clean, sophisticated, and easy to maintain. Creating the human avatar that represents the invester in the “C” reinforces how the portfolio is personalized to his or her vales.