Penfold

Branding evolution for the next-generation of pension planning

Five iPhones on a diagonal alignment showing different screens of the app next to Penfold's logo on the right

Overview

Penfold empowers its customers to take control of their future with their flexible, modern & faff-free pension platform. They believe everyone should be saving more, but the old school pension providers make it complicated and painful to do so. We were tasked with branding the next-generation pension platform and improving conversion through redesign of their landing pages.

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"In our initial research, we felt pensions were misrepresented by the market. The challenge was connecting young adults with the importance of protecting your future and positioning Penfold as the easiest way to do it! We expanded their library of hand-drawn assets to include playful icons, paired with a punchy colour scheme and new font to communicate the brand's tone. This project was the perfect challenge of creating a brand identity that carefully balances instructional and approachable."

Flo Slater
|
Designer at Shoreditch
5-Stars

Our design thinking

Our brief was to finalise their existing branding, improve the conversion of their landing page, and assist with the implementation of branding on their marketing campaigns. Penfold’s aim was to elevate its narrative beyond the cliches surrounding the pensions industry and resonate with younger customers in particular, so it was essential that the branding reflected this and the landing pages were designed to be especially impactful on mobile.

Finished product

After a revamp of their existing landing page increasing conversion, we continue to work with Penfold on a retainer basis on all manner of branding, social and UI projects.

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