Find Peace of Mind brings clarity to the process of personal financial planning, a subject usually clouded in complex terms and calculations.
Founder Emily Macpherson approached InnerVisions ID after she heard founder Sapna Pieroux’s radio interview on creativity.
With Emily’s book launch imminent they needed help. The logo was a mis-match of elements and it wasn’t projecting the image the company wanted. They needed a new brand identity to update and differentiate them from their competitors.
At the start of the InnerVisions ID process, we ask clients to share with us five brands they like and aspire to be like. Emily chose amongst others, Innocent, Method, Abel & Cole – interesting choices for a financial planner!
We identified the values that resonated for Emily – these brands were all wholesome, with integrity, were socially responsible… and had a gentle quirkiness to them. Visually, they were very colourful and used illustration and photography to establish their brand personality.
Approachability, warmth, calmness and clarity were additional Find Peace of Mind’s brand values.
The idea of financial planning is normally something confusing that people stress about. Changing that perception – where money is key to enjoying life – became central to our brand development.
Their previous strapline “Independent Financial Planning” wasn’t setting them apart, so we created a new one based on the real promise: “Personal Finance For The Life You Desire“.
Emily’s book centred around her ‘Mindful Money Tree’, where the roots, trunk and branches are linked to your past, your identity and your ‘VALUES’. These affect your way of dealing with money.
It was such a strong concept, we designed the Tree first. It became a 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.
Logo: The new Find Peace of Mind logo incorporated a simpler version of the tree to echo their big idea and add a quirky detail to an otherwise clean, simple and airy logo.
We used a clear, open typeface, to reflect the calmness and clarity that comes with using their services. The logo can be used with or without strapline and was designed in four, two and one line versions.
The simplified tree (left) is also 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 brand. 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 (with five additional colours). All the elements can work together or individually to keep the look really fresh.
Business stationery followed. Here are the business cards…
…and a range of brochures (not to scale!). Shown are the four mini product brochures for their different services and the larger main brochure.
“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
