Wealthsimple is a fintech startup that has quickly captured the investment portfolios of Canadians (including my own). You might have seen their billboards across Shopify’s Toronto offices or their Super Bowl ad. That’s right…they might just be the first startup ever to buy a spot during the Super Bowl. We wanted to learn how Wealthsimple has used design and branding as a competitive edge so we invited Tom Creighton, the Director of Design, on the Journey Map podcast. Here’s what he had to say.