TD Ameritrade had spent decades earning the trust of investors who looked a lot like the industry itself—Careful, patient, in it for the long haul. The problem was, an entire generation of new investors didn't look like that at all. They'd grown up trading on their phones and treating the market like something you could learn by doing rather than something you needed permission for. To reach the Robin Hood crowd we didn’t need to tweak the brand’s tone, we needed to overhaul it.

We started by rethinking everywhere the brand showed up, from its mobile app to social channels to T-shirts it handed out at conferences. We rebuilt around a simple idea: Unlearn everything you think you know about investing. The results speak for themselves.