A warm and friendly illustration-led brand identity that helps make financial advice feel more human, accessible and free from judgement.
Challenge
Money Wellness provides free financial advice and debt support to people across the UK. The challenge was to create a brand that could reduce the stigma often associated with seeking financial help, replacing fear and judgement with warmth, optimism and trust. The identity needed to communicate complex financial services in a way that felt approachable, inclusive and reassuring for people from all walks of life.
Solution
As Creative Director, I led the creation of a wellbeing-led brand identity centred on empathy and clarity. We developed a distinctive illustration style, expressive character system, calming colour palette and motion principles that brought warmth and personality to every interaction. Designed to work seamlessly across digital products, marketing and customer communications, the identity transforms financial advice into an experience that feels supportive, friendly and human.
Result
The refreshed brand launched across the organisation's communications, helping Money Wellness better reflect its mission to help people live with less financial stress. By combining strategic thinking with character-led design, the project demonstrates how branding can challenge stigma, build trust and make essential services feel more accessible to the people who need them most.
