Project Overview

Amundi, one of Europe’s largest asset managers, wanted to launch a campaign focused on thematic investing, a strategy centered on global trends such as technology, environment, and demographics. The goal was to educate retail investors in a visually compelling way, making complex financial information approachable without sacrificing clarity or brand authority.

The campaign required a design led approach to:

• Break down abstract investment ideas into digestible sections

• Create strong visual hierarchy for readability

• Align tightly with Amundi’s existing brand standards while pushing for fresh, modern appeal

  
  

Target Audience

Retail investors, individuals who might not be deeply familiar with financial terms but are interested in future focused investment opportunities. The visual storytelling had to feel trustworthy, aspirational, and clear.

My Responsibilities

As the Lead Designer, I was responsible for:

• Establishing an illustration style that aligned with Amundi’s identity

• Creating multiple brochures across various thematic topics

• Developing layout grids, visual systems, and color hierarchies

• Collaborating with marketing and content teams to ensure synergy between visuals and messaging

• Building a Figma based design database to improve asset reusability and team wide efficiency

Design Process

Research & Exploration

• Reviewed existing Amundi materials to ensure brand continuity

• Analyzed competitor campaigns and market expectations

• Conducted informal feedback sessions to identify visual pain points in older materials

Visual Development

• Proposed a modular design system that could be replicated across brochures

• Used soft gradients, muted palettes, and clean iconography to reduce visual overload

• Created custom illustrations that symbolized growth, opportunity, and global shifts

  
  

The Big Challenge

The campaign suffered early delays due to scattered, inconsistent design assets. Legacy visuals were disorganized and hard to reuse or scale, causing inefficiencies across the design and content teams.

The Solution

I created a centralized design asset library in Figma:

• Reconstructed old illustrations as reusable components

• Tagged, categorized, and organized them for instant access

• Built templates for grids, typographic systems, and page structure

Result: Saved over 40% production time in future materials by enabling modular reuse and systematization of visual assets.

Impact & Results

• The design system was so well received that Amundi decided to extend its use to their digital platforms, including their websites and internal documentation.

• Clients appreciated the clarity and visual appeal of the materials, and the brochures were kept live longer than planned due to sustained engagement.

  
  

What I Learned

• A well maintained design system is as powerful as great visuals.

• Creating modular assets from the start pays off exponentially in large scale campaigns.

• Design isn’t just about aesthetics, it’s also about solving operational pain points creatively.