MarketWatch

"Don't Short Yourself" is the first-ever brand campaign for MarketWatch, the award-winning financial news publication from Dow Jones.

It's bright and bold and shows how MarketWatch arms readers with the essential knowledge and resources needed to stay ahead in markets and in life. For more than 25 years, MarketWatch has been at the vanguard of democratizing financial news. “Don’t Short Yourself” is an evolution of that pursuit, intended to empower the next generation of investors and anyone ready to put their money to work.

The campaign was brought to life with striking ad placements through digital and social channels. The digital placements drive audiences to MarketWatch stories that delve into essential money milestones, such as buying a home and investing in your future, including retirement planning. The vibrant visuals are designed not just to be eye-catching, but also to signal to ambitious, young individuals seeking clarity in a complex world that MarketWatch can be their indispensable guide.

The campaign identity draws inspiration from the high-impact language of emergency signage and rave flyers—formats that demand attention and action. Mother Design started with MarketWatch’s existing shade of green and dialed it up to become a piercing, attention-grabbing neon shade.

The simple and bold typographic arrangements highlight the urgency of the campaign language and act as building blocks that maximally fill the space. The result is a look and feel that’s immediate, energetic, and impossible to ignore.

To bring the headlines to life, we collaborated with artist Haruko Hayakawa to design a series of 3D objects. These 3D illustrations anchor the campaign in the physical world, connecting abstract financial concepts to tangible, familiar items that reflect the day-to-day relevance of MarketWatch’s reporting.

“Don’t Short Yourself” rolls out at a pivotal moment for the publication, as MarketWatch subscriptions have more than doubled in the past three years. This campaign celebrates the ambition of its audience and underscores how its trusted reporting empowers subscribers to act with confidence.