Guardian Life
Living Confidently
LivingConfidently.com was built on a powerful insight: true financial confidence isn’t just about the numbers—it’s about peace of mind. I helped lead the vision and execution of the platform, shaping how research, design, and storytelling could work together to make financial wellness feel personal, accessible, and emotionally resonant.
The launch unfolded in two key phases, each expanding the platform’s impact and reach.
Phase One centered on introducing the Financial & Emotional Confidence Quiz, a highly interactive experience grounded in proprietary research from The Guardian Study of Financial and Emotional Confidence. I partnered closely with UX, content, and research teams to ensure the quiz delivered not just data, but a moment of genuine self-reflection, helping users better understand the connection between their financial decisions and emotional well-being.
A custom landing page supported the experience with standout creative, including infographics, video explainers, and interactive design elements that made complex insights feel simple and actionable. The result was a dynamic digital journey that positioned the site as both a mirror and a map—helping people see where they are and where they want to go.
Phase Two, completed in February 2017, marked a major evolution. I led the creative strategy behind transforming LivingConfidently.com from a single-purpose experience into a full-fledged content ecosystem. We merged top-performing assets from Guardian’s existing platforms into one cohesive destination, building a flexible framework to house planning tools, videos, podcasts, and articles on everything from budgeting to estate planning.
Throughout both phases, I focused on maintaining a unified voice and experience across touchpoints, ensuring the platform consistently reflected Guardian’s promise to help people live with confidence, both financially and emotionally.