Everyday Money

WHAT WE CREATED

A logo, color palette, type styles, patterns, graphics, icons, and a full style guide outlining color usage and combinations, typography usage and combinations, graphic element usage, and photography styles

CLIENT PERSONA

They are a middle- to upper-class couple who appear put-together on the outside with all the trappings of “success.” They struggle to talk about money but they know that they should. They wish conversations about money came more easily so they could feel the freedom to discover and voice their biggest dreams, like spending more time with family or knocking experiences off their bucket lists.

BRAND KEYWORDS/PHILOSOPHY

We all have money in common. Healthy relationships with money lead to healthy relationships in general. No guilt; what you have is enough. Live wealthy now. It doesn’t matter if you have 10K or 10M. The customer is the expert. Spend meaningful dollars. Each budget has a story. Innovative, inviting, clear, simple, confident.

BRAND STYLE

Inviting, clear, and simple. Cool teal, mint, and green colors feel fresh and restorative, but their soft tone lends a calming presence to an otherwise stressful topic. Plenty of white space communicates orderliness, open-mindedness, and hope. Pops of teal, peach, and pink infuse liveliness and possibility. Organic, hand-drawn lines give this orderly brand a touch of approachability and nods back to the idea that budgets can be customized to tell an individual story.