AVISO WEALTH
Performance Creative for Canada's Credit Union Wealth Platform.
Role
Production Designer
Results
2 brands, 1 system
4 formats per concept
Static and motion in every placement
01 — The brief
Aviso Wealth is the investment backbone of Canada's credit union system, owned by Desjardins and the provincial Credit Union Centrals, serving investors through its consumer brands, Qtrade and NEI.
I designed the performance creative engine for those brands: campaign concepts built from scratch and systemized to ship across every placement, every season, in static and motion.
Qtrade speaks to self-directed investors: offer-led, urgent, unmistakably consumer.
NEI speaks to advisors: restrained, proof-driven, institutional. Same system, opposite register.
02 — The audience
Two brands, two completely different investors.
Qtrade speaks to self-directed retail traders: bold, offer-led, urgent. NEI speaks to advisors and values-driven investors: restrained, credible, proof-first.
Every asset also carried the weight of financial advertising compliance, with disclosures, rate qualifications, and brand-entity attribution built in from the first draft, not patched in at review.
Disclosures and brand-entity attribution were designed in from the first draft. Financial advertising compliance was a starting condition, not a review note.
03 — The process
One master concept. Every format, every season.
Each campaign started as a master concept, then deployed across a four-format matrix: 1x1, 4x5, 9x16, and 16x9, in static and animated versions.
Building the system at the concept stage meant a seasonal campaign could ship its full placement set without redesigning per format.
Creative didn't stop at launch. The work ran in a test-and-learn environment, and I designed the new variants that came out of each performance review.
One master concept deployed across the full placement matrix: 1x1, 4x5, 9x16, and 16x9, static and animated, without per-format redesign.
Animated variants shipped alongside every static set.
04 — The outcome
A two-year creative engine across both brands.
Seasonal campaigns shipped on time, in every format, and fully compliant, with the creative refined over successive rounds rather than left static after launch.
Acquisition creative built around the product's own interface language.
Variants were designed in response to performance reviews run by the performance team.
05 — Reflection
Working inside a monthly test-and-iterate loop changed how I think about design. The strongest concept isn't the one that looks best in review, it's the one that performs in market.
That feedback loop is what pulled me toward product design, where the same loop runs on the product itself.