Our work

Creating a design system


Design System, Logo Development, Tone of Voice, Templated Assets

The Challenge:

Bequeathed, the free wills writing service, speaks to a diverse range of audiences – from legal professionals and charities to ordinary folk looking to make their will.

They provide a trusted service to all three audiences, raising millions for good causes in the process. Bequeathed’s brand needs to work for them all – attracting new users, and inspiring confidence from experts and the general public alike. That’s where we came in. 

The Solution:

Our creative team immersed themselves in Bequeathed’s purpose, audiences and the services they provide. Then, we put heads together, exploring how to refresh and evolve this dynamic company’s identity, breathing new life into all comms.

We embraced Bequeathed’s charming illustration style, evolving it alongside a new colour palette – bringing dynamism and a relatable, friendly feel across all touchpoints.

And we breathed life into the tone of voice, steering it away from corporate language into a down-to-earth personality, making even complex legal matters accessible and easy to digest.

Finally, we created a new set of brand guidelines, making it easy to create on-brand future collateral for Bequeathed’s full range of audiences.

We’re so excited to see this newly-refreshed brand in action in the months ahead.

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