Yuha Lotus Cho is a Graphic and Visual Designer, currently at Gretel. She is based in New York, United States and Seoul, South Korea. She was previously at Mother Design and No Ideas. She holds an BFA from the School of Visual Arts. She specializes in brand identity, brand strategy, art direction, editorial design, and web design.
Branding, Editorial, Art Direction


For more than 25 years, MarketWatch has democratized financial information once reserved for insiders. Today, a new generation of Millennial and Gen Z investors is entering the market earlier than ever—digitally native, eager to build wealth, and increasingly reliant on social media for financial advice. The result is a landscape crowded with hype, misinformation, and “get rich quick” promises, where trust and long-term thinking are often lost.

MarketWatch partnered with Mother and Mother Design to develop a campaign that positions the brand as a trusted financial resource for this new generation—bridging expert authority with relatability while driving awareness, readership, and subscription intent.

We defined a strategic North Star: MarketWatch is where you go to grow your money, no matter where you are on your financial journey. From this came Don’t Short Yourself, a campaign built on a simple insight and human truth—chasing quick wins often means underselling your future—reframing patience, knowledge, and strategy as acts of self-respect.

Mother Design shaped the visual system, drawing inspiration from emergency signage and high-impact rave flyers—formats designed to demand attention and prompt action.



Type
Campaign Identity
Campaign Art Direction 
Brand Refresh 
Case Study
 Agency
Mother Design

Directors
Mark Sloan, Ryan Adair

Designers
Bentzion Goldman, Yuha Cho, Gonzalo Donoso, Iain Acton Manager
Danielle Horaineh
Strategiest
Katya Lien

Writer
Betsy Dickerson