Research revealed that commissions on non-proprietary ETFs were the most important factor in deciding where investors held their ETFs. When the decision was made to move forward in removing commissions on 1,800+ ETFs, there was a need for fresh imagery to connect with the announcement. 

I contributed to the project by providing the UX team with a strategy for photography using paper in a variety of compositions to illustrate the concept of broad number of commission-free ETFs we had to offer. They were used on our website and the ETF landing page, and on Facebook to promote educational videos on the topic of ETFs. 

Since the commission-free launch, new Retail clients are up 15% year-over-year. Of the 90,700 new Retail clients, 16.1% adopted an ETF. Cash flow into Vanguard ETF since the launch is $1.1B, up 19% from the same time period the previous year and Non-Vanguard ETF cash flow is $23M.