My role - Lead designer for brand and digital and art-director.
Brief Refresh the way people look at, and thing about pensions
Values Humaness - guts, heart and soul
Aah pensions... Complicated. Confusing. For old folks. Never top of mind. And yet, all of us are relaying on them to have a peace of mind when we stop working. So, what if we retire all these stigmas and develop a new way of looking at pensions?
Posters for T-rtle, a fintech focused on humans.
In the beginning of 2021, Turtle came to me with quite a challenge. As a start-up they wanted to enable people to take charge of their pension when it really counts - now. Which means a whole shift in the psychology behind how people think. About now and about the future. In the course of a few months, I helped them out with a brand-new identity and the art direction of it’s products. Here are the results.
T-rtle's logo and logo animation
Out-of-the-shell visual language
The logo and the visual system are inspired by the name. I took a turtle’s shell as a starting point and created a dynamic visual language that is never boring or dull. Always playful and colorful.
A visual language inspired by turtles shells
Speak like humans do
In the jargon-filled jungle of the financial world, speaking like a human seemed unspeakable. So the tone-of-voice of Turtle was set to be functional, constructive and positive, with short sentences, plain words and enjoyable undertone.
Slides out of the tone of voice part of the brand guide
A system that works
To make sure everyone can properly use the new brand, even less experienced designers, I systemised all digital elements.
Slides out of the design system part of the brand guide
An app that really knows what’s up
For the proof of concept I created the most important features for the app. On one side there was the knowledge domain, with all necessary information around pensions delivered in bite-size format. On the other side there was the motivational, humanised portfolio, that helped people with keeping track of their desired goal.
The first prototype screens of the app for testing purposes
The FinTech that spins around people, not fin nor tech
The result of this journey? A truly human brand for a company with a big mission. The brand embodies an optimistic feel, combined with a tone you wouldn’t expect from a financial service company.