TD Ameritrade's Personalized Portfolios service offers an exclusive, white-glove experience catered to the firm's ultra-high net-worth clients. The design of this service is sophisticated, featuring advanced predictive analytics and in-depth reporting capabilities.

In 2018, TD Ameritrade initiated a substantial rebranding and design overhaul, introducing a unified and comprehensive design system across the company. This strategic move was pivotal in refreshing and modernizing the firm's visual identity.

A key highlight of the service is its patented charting technology, which provides detailed and customized financial insights tailored to each high-value client's unique investment needs and preferences.

• Introduced new typography styles and systemized spacing use for clarity.

• Collaborated with a type foundry to enhance letter anatomy.

• Developed a standard typography ramp for consistency across all products.

• Collaborated with the design system team on component styles and color schemes.

• Directed iconography style and worked with illustrators for unique imagery and icons.

• Updated charting styles and colors for improved data visualization.

• Produced responsive designs for a seamless experience across all web sizes.

• Partnered with developers for precise design implementation.

• Enhanced the dashboard to include educational and analytical tools for a richer user experience.