Helping MarketWatch position itself as the expert in a world of financial anxiety.

For 27 years, MarketWatch let its journalism do the talking. With a brand-defining debut campaign, 'Don't Short Yourself', it finally spoke up for itself.

The idea started with how people actually feel about money right now: anxious, a little bitter, and tired of being told to skip the latte. So we flipped the script. Instead of soothing financial worry, “Don’t Short Yourself” turned it into ambition, with headlines that say the quiet part out loud.

Bold type, acid green, and over-the-top objects made the impossible to ignore, and positioned MarketWatch as the sharp, honest, knowing voice who helps you get ahead.

Agency: Mother Design NY & LDN
Role: ECD
Design Team: Bentzion Goldman, Gonzalo Donoso