Concept and art direction for the web re-design. The inspiration came from watching a lot of videos on Rube Goldberg machines.
For the site, I wanted the viewer to go on a mini journey with a coin. With each section you would see a coin interacting with a device / construction.
The hope is to add visual intrigue and explain investment in the simplest and most visual way possible.
This project was a close collaboration between Wealthsimple, Doberman (design) and Varvet (development).
The 3D animation was made by Man vs. Machine.
This site re-design won a Webby Award for Best Website—Financial Service / Banking! It was also named Site of the Day on Awwward on March 10, 2017. 

Storyboard / sketches: