For more than 25 years, MarketWatch has democratized financial information once reserved for insiders. Today, a new generation of Millennial and Gen Z investors is entering the market earlier than ever—digitally native, eager to build wealth, and increasingly reliant on social media for financial advice. The result is a landscape crowded with hype, misinformation, and “get rich quick” promises, where trust and long-term thinking are often lost.

MarketWatch partnered with Mother and Mother Design to develop a campaign that positions the brand as a trusted financial resource for this new generation—bridging expert authority with relatability while driving awareness, readership, and subscription intent.

We defined a strategic North Star: MarketWatch is where you go to grow your money, no matter where you are on your financial journey. From this came Don’t Short Yourself, a campaign built on a simple insight and human truth—chasing quick wins often means underselling your future—reframing patience, knowledge, and strategy as acts of self-respect.

Mother Design shaped the visual system, drawing inspiration from emergency signage and high-impact rave flyers—formats designed to demand attention and prompt action.

To bring the campaign headlines to life, we collaborated with artist Haruko Hayakawa to design a series of 3D objects. These 3D illustrations anchor the campaign in the physical world, connecting abstract financial concepts to tangible, familiar items that reflect the day-to-day relevance of MarketWatch’s reporting. The objects are ethereal and dreamlike, such as the dangling keys to your first home, meant to evoke and inspire your future success—if only you read MarketWatch.

Color is an essential tool in this campaign. The bold and stripped back palette of black and neon green is meant to grab attention and convey urgency, focusing the reader on the message and artwork.