The things they don't teach you in school
As Chief Creative Officer, I led the creative direction for the launch of UBS Finance 101 — a creator-style educational YouTube channel targeting young adults, built to deliver the financial skills nobody teaches you in school but everyone needs.
Who are the hosts, what do they wear, what will the set look like, what is the tone of voice? How do we brand UBS Finance 101 to speak to the target group, have enough gravity that gives respect to the topics and have enough visual momentum to grab attention on all channels?
Content shared across channels — website blog, Instagram feed and stories, YouTube, YouTube Shorts and TikTok. In 4 languages.
The foundation to it all: the brand. Colours that fit within the UBS global brand world, typography and illustration style. Templates that can live on all channels and provide consistency at every interaction point.
Technical Solution
The solution had to start with the workflow — across design, video and account management teams. Storyboards, scripts, rough sketches, illustration, animation, video, production, sound, internal and external approval, global brand approval and finally the final assets.
A concise in-house brand guide was built in Notion to keep the team consistent — a shared set of guides and rules everyone could follow.
The brand brought movement and human imperfection to the illustration style. The global UBS brand has rigid, technical lines. We softened these to a more hand-drawn, human style. The colour world was expanded to fit within the global UBS palette, but with bright and vibrant additions that speak directly to young adults. With these small details, a significant shift was created that UBS Finance 101 could own — without losing its core brand recognisability. Not a hard break. Just a few considered tweaks.
We knew UBS would be the main driver of trust and credibility. That presence needed to remain constant.
All the completed content:
Youtube
Instagram
TikTok
Agency: Andy Was Right
Team: Roger Hämmerli, Marc Übelhart, Marco Martoglio, Mara Solcá, Sabrina Huwiler, Ramona Zwyer, Nik Blum, Pascal Geithner, Claudio Candinas, Dani Ribeiro, Elena Knecht, Siro Bingesser and almost everyone else from the Andy team.
