Wealth
Indsutry
fintech
Scope
Brand & Web
Market
B2C
Challenge
Estate planning has always felt inaccessible, reserved for the wealthy, the old, or the legally savvy. Wealth was built to change that. But to do so, the brand needed to overcome deeply ingrained associations with complexity and exclusivity. The challenge was to design a brand and digital experience that made users feel informed and empowered rather than overwhelmed, regardless of their age or financial background.
Solution
We approached the Wealth brand through the lens of clarity and humanity. The visual identity was built around a signature logotype, bold typography, and a vivid color palette of green and yellow hues that feel refreshing and confident rather than corporate and cold. The typography system pairs Reckless, a typeface chosen for its timeless and distinctive character, with Neue Haas Unica Pro for body text, creating a balance between authority and approachability.
To communicate with users in a gentle and reassuring way, we developed a custom illustration system featuring pictograms, icons, and full-size illustrations built around soft, graceful shapes. This system brought humanity to typically difficult processes like documenting a last will and testament, making the experience feel considered and calm.
The marketing website was built around humanising storytelling, using assorted cards showcasing real life milestones to help users connect with how Wealth could support them at every stage. Smooth transitions and scroll-triggered animations created a seamless and elevated browsing experience throughout.
We also created a comprehensive UI playbook, a single guide bringing together every element needed to build Wealth's digital solutions and support future iteration, ensuring design consistency as the product scales.
Outcome
The result was a complete brand ecosystem that positioned Wealth as the first digital estate planning platform built for everyone. The identity successfully balanced the brand's traditional values with its innovative vision, earning trust from users across age groups and financial backgrounds. Wealth launched with a brand, a website, and a design system built to grow with it.
