Without alienating existing customers Willis Owen wanted to attract a new, younger audience, targeting time poor self-investors. The brand strategy and positioning statement was defined as – Own your financial future. An empowering message to appeal to the hesitant that feel they want to start self investing and those who already are.

A clean and bright visual identity allowed for the subject matter to be clear and confident. Typographically simple and with a non jargon approach to tone of voice the brand could be recognised as straightforward and appealing.

Relatable lifestyle imagery was used, intentionally non cliched or elitist. This sat alongside an illustrative style that brought in graphic detail from the logo mark.

The online platform needed to be uncomplicated yet professional. With the whole customer journey needing to be targeted to their goals. Leaving them with an experience that gave them control of their finances.