“…The process Sapna guided me through was enlightening. It enabled us to develop a visual style that I love…”
Find Peace of Mind brings clarity to the process of personal financial planning, a subject usually clouded in complex terms and convoluted calculations.
Founder Emily Macpherson approached us after she heard my radio interview on creativity.
Their logo was a mis-match of styles, with the bird added on by hand at a later date.
It wasn’t projecting the image the company wanted and with Emily’s book launch imminent they needed a re-think. Could we help?
We were tasked to create a brand identity to make them obviously different from their competitors.
Emily shared some of the brands she loved: Innocent, Method, Abel & Cole. Like Find Peace of Mind, they all shared an integrity about the way they operated and the products they sold. They also shared a gentle level of quirkiness.
Approachability, warmth, calmness and clarity were also part of Find Peace of Mind’s brand values.
The idea of financial planning – normally something confusing and scary that people put off and worry about – being key to actually enjoying life became central to our brand development.
Their previous strapline “Independent Financial Planning” wasn’t really a differentiator, so we created a new one based on the promise that sets them apart: “Personal Finance For The Life You Desire“.
Emily’s book centred around her idea of the ‘Mindful Money Tree’, where she identifies the tree parts – roots, trunk and branches – as linked to your past, your self and your ‘values’ – and how these affect your way of dealing with money.
It was such a strong concept, we started by designing the Mindful Money Tree first. The tree became a stylised person, with the six ‘branches of being’ juggling the ‘fruit of fulfilment’ – a life lived in line with the person’s ‘VALUES’ and supported by money, absorbed through the tree’s roots.
Logo: The new Find Peace of Mind logo incorporated a simplified version of this tree within the ‘O’ to echo their big idea and add a quirky detail to am otherwise clean, simple and airy logo.
We used a clear, open Sans Serif, Avenir, to reflect the calmness and clarity of thought that comes with using their services.
The logo can be used with or without the strapline and was designed to work in four, two and one line versions.
The simplified tree (left) also works as their social media icon.
Palette: The slightly ’50s-retro’ colour palette was a gentle and relaxing one, chosen to appeal to the slightly older retirement planner and families alike. It reflects a lightness and calm, bringing nature, growth and the human element to the idea of financial planning. The greens reflect the feeling of freedom that financial planning can bring. The orange adds a ‘pop’ of colour to the scheme and warms it up.
A range of cute illustrations were developed in the palette (and five more toning colours, left). The one below, Spring, is part of a set of seasonal illustrations to help illustrate the passage of time and various activities in the open air (e.g. also holidaying in summer, skiing in winter…). All the elements can work together or individually to keep the look really fresh, and the colours can change – as below.
Business cards, letterheads and comp slips finished the first phase of the branding. (We still have the brochures and websites to go and are developing a slightly off-beat photographic style to emphasise the company’s different take on financial planning…).
“When I first spoke to InnerVisions ID we had a clear idea about the purpose of the company and what we stood for, but no idea how to articulate this clearly in a ‘brand’.
The process Sapna guided me through was enlightening. It enabled us to develop a visual style that I love, but it has also helped me to more clearly refine the way I articulate our message to clients in other ways.
Just going through the process itself was of huge value. The fact I also have a beautiful brand image to show for it is the icing on the cake!
InnerVision ID’s focus was on us and our message, it was a collaborative journey rather than a prescriptive solution.
I can’t thank you enough.”
Emily Macpherson, Founder, Find Peace of Mind.