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Strategy

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Strategy

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Strategy

Who we are, what we stand for, where we’re going. Our brand strategy answers that and more, giving direction to everything we create on every touchpoints.

Brand foundations

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At the heart of every business lies a set of principles that define its values, mission, vision and purpose: the brand foundations.

Understanding the importance of each step in building these foundations can have a significant impact on how you promote your business, increase sales, shape its appearance, and make important decisions.

Brand foundations

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At the heart of every business lies a set of principles that define its values, mission, vision and purpose: the brand foundations.

Brand foundations

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At the heart of every business lies a set of principles that define its values, mission, vision and purpose: the brand foundations.

Our Purpose

To remove complexity from personal finance through clarity, education, and thoughtful design.

Our Vision

To make confident financial decision making accessible, transparent, and empowering for everyone.

Our Mission

To deliver straightforward financial insights that help people make informed decisions with confidence.

Value 01

Clarity over complexity.

Value 02

Trust built through transparency

Value 03

Progress driven by innovation.

Value 03

Progress driven by innovation.

Tone of voice

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The tone of voice is how you communicate with your audience.

Understanding it helps guide your marketing and visuals so everything stays consistent.

Tone of voice

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The tone of voice is how you communicate with your audience.

Understanding it helps guide your marketing and visuals so everything stays consistent.

Tone of voice

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The tone of voice is how you communicate with your audience.

Understanding it helps guide your marketing and visuals so everything stays consistent.

Articulate

We are clear and approachable

Bold

We are confident and trustworthy

Innovative

We are modern and insightful

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Logo

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Logo

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Logo

Bold. Forward-thinking. Unapologetically modern. The word-mark symbolises clarity in financial decision-making, cutting through complexity to deliver straightforward, actionable guidance.

Logos

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A logo is a symbol, emblem, typographic element, or a mix of these used by businesses to represent their brand identity. Having a distinctive logo helps customers recognize and remember your product and the quality of your brand.

It’s important that your logo is adaptable and works across a range of different spaces. That’s why multiple variations have been created.

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Logos

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It’s important that your logo is adaptable and works across a range of different spaces. That’s why multiple variations have been created.

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Logos

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It’s important that your logo is adaptable and works across a range of different spaces. That’s why multiple variations have been created.

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Complete

Wordmark

Symbol

Clearspace & Minimal size

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Clearspace defines the minimum area around a logo that must remain free of any other elements, ensuring it stays visible and impactful. Respecting this space keeps the logo from feeling crowded and preserves the strength of your brand.

Minimum size sets how small a logo can appear while remaining clear and readable across different formats. Following these limits ensures your logo always looks sharp and consistent, no matter where it’s used.

Clearspace & Minimal size

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Clearspace & Minimal size

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Complete

Wordmark

Symbol

Things to avoid

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Our logo is one of the most recognizable parts of our identity. To preserve its impact, it needs to be applied consistently and correctly at all times.

This section highlights common misuses that affect clarity, recognition, or brand integrity. These examples are strictly prohibited in every situation.

Things to avoid

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Our logo is one of the most recognizable parts of our identity. To preserve its impact, it needs to be applied consistently and correctly at all times.

This section highlights common misuses that affect clarity, recognition, or brand integrity. These examples are strictly prohibited in every situation.

Things to avoid

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Our logo is one of the most recognizable parts of our identity. To preserve its impact, it needs to be applied consistently and correctly at all times.

This section highlights common misuses that affect clarity, recognition, or brand integrity. These examples are strictly prohibited in every situation.

Do not adjust the ratio of the logo.

Do not outline or remove fill of the logo.

Do not add effects to the logo.

Do not compromise on the legibility.

Do not rotate, tilt or flip the logo.

Do not edit the leading of the logo.

Do not crop or trim the logo from any sides.

Do not use the icon and word mark together.

03

Colors

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Colors

03

Colors

A fresh palette of greens reflects growth, stability, and financial confidence, supported by calming blue gradients that communicate trust and clarity. Subtle touches of purple and yellow introduce innovation, optimism, and energy while complementing the core identity.

Palette

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Building a distinctive and cohesive colour palette is a key part of expressing your brand identity. Your colours will be used consistently across your social media, stationery, website, and more.

On this section, you’ll find the selected colour palette along with guidance on usage and colour specifications.

Palette

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Building a distinctive and cohesive colour palette is a key part of expressing your brand identity. Your colours will be used consistently across your social media, stationery, website, and more.

On this section, you’ll find the selected colour palette along with guidance on usage and colour specifications.

Palette

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Building a distinctive and cohesive colour palette is a key part of expressing your brand identity. Your colours will be used consistently across your social media, stationery, website, and more.

On this section, you’ll find the selected colour palette along with guidance on usage and colour specifications.

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Mint Green

#C6EDD3

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Mint Green

#C6EDD3

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Mint Green

#C6EDD3

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Honey Gold

#FDCB6E

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Honey Gold

#FDCB6E

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Honey Gold

#FDCB6E

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Electric Violet

#9B8CE8

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Electric Violet

#9B8CE8

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Electric Violet

#9B8CE8

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Clean White

#FFFFFF

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Clean White

#FFFFFF

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Clean White

#FFFFFF

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Electric Blue

#202F85

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Electric Blue

#202F85

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Electric Blue

#202F85

Hierarchy

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Colour hierarchy defines how your palette is structured and used to guide attention and create clarity. By assigning clear roles to primary, secondary, and accent colours, you ensure your brand stays balanced and easy to navigate.

Using this hierarchy consistently helps highlight key information while supporting a cohesive visual flow across all applications. It keeps the brand recognizable, organized, and visually strong in every context.

Hierarchy

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Hierarchy

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30%

15%

10%

Combinations

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Colour combinations define how different tones from your palette work together to create harmony and contrast. Choosing the right pairings ensures your visuals feel balanced, engaging, and aligned with your brand identity.

Using these combinations consistently across your materials helps maintain a strong visual language while highlighting key elements. Thoughtful pairings keep the brand cohesive, dynamic, and easy to recognize in every context.

Combinations

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Combinations

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04

Typography

04

Typography

04

Typography

Simple, formal, and highly legible typography that communicates trust, professionalism, and complete clarity in every interaction.

Primary typography

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Applied to all hero messaging, key statements, and moments that demand attention. Always set in sentence case or lowercase.

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Primary typography

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Applied to all hero messaging, key statements, and moments that demand attention. Always set in sentence case or lowercase.

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Primary typography

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Applied to all hero messaging, key statements, and moments that demand attention. Always set in sentence case or lowercase.

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Typography Name

Funnel Display

Weight

Regular

Bold

Special Characters

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Characters

Aa

Bb

Cc

Dd

Ee

Ff

Gg

Hh

Ii

Jj

Kk

Ll

Mm

Nn

Oo

Pp

Qq

Rr

Ss

Tt

Uu

Vv

Ww

Xx

Yy

Zz

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9 Secondary typography

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Applied to all paragraphs, explanations, and descriptive content. Modern and professional with a bit of character.

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Secondary typography

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Applied to all paragraphs, explanations, and descriptive content. Modern and professional with a bit of character.

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Secondary typography

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Applied to all paragraphs, explanations, and descriptive content. Modern and professional with a bit of character.

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Typography Name

Inter

Weight

Light

Regular

Bold

Black

Special Characters

?!.,:;@£$€¥%#&*()[]
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?!.,:;@£$€¥%#&*()[]

Characters

Aa

Bb

Cc

Dd

Ee

Ff

Gg

Hh

Ii

Jj

Kk

Ll

Mm

Nn

Oo

Pp

Qq

Rr

Ss

Tt

Uu

Vv

Ww

Xx

Yy

Zz

1

2

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9 Usages

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The spacing of the typeface plays a crucial role in keeping text clear and consistent. Adjust tracking and kerning with care to maintain balance and readability.

Use steady leading to preserve hierarchy and ensure a smooth visual flow across all uses. Well-managed spacing keeps the brand looking clean and professional at all times.

Usages

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The spacing of the typeface plays a crucial role in keeping text clear and consistent. Adjust tracking and kerning with care to maintain balance and readability.

Use steady leading to preserve hierarchy and ensure a smooth visual flow across all uses. Well-managed spacing keeps the brand looking clean and professional at all times.

Usages

View details

The spacing of the typeface plays a crucial role in keeping text clear and consistent. Adjust tracking and kerning with care to maintain balance and readability.

Use steady leading to preserve hierarchy and ensure a smooth visual flow across all uses. Well-managed spacing keeps the brand looking clean and professional at all times.

Tracking

Line

105%

-0.06 Em