Maryland
529 Savings
Plan

Across an engagement spanning 2019 to the present, Maryland 529 needed to make education savings easier to understand and act on. Families came with different resources, expectations, and levels of familiarity. The work had to connect the emotional importance of a child’s future with practical information about saving and enrolling.

Design Direction

A connected body of work spanning brand expression, UX, advertising, photography, print, three live-action commercials, and a motion-graphic video series. Family-centered storytelling made future possibilities feel tangible, while clear hierarchy and language helped people understand the next step.