MyIntent
branding
website design
Brief: MyIntent is a new brand offering the full range of services for later life, death, and legacy. The design challenge was to combine a sense of legal authority with sensitivity, tackling both reluctance and low awareness among potential users.
Response: A handwritten “My” with underline in the logo conveys the personal side of planning, while “Intent” in Crimson — a modern serif — suggests trust and rigour. The wider system is carried by a Crimson/Open Sans font pairing, and a colour palette which is bright while at the same time avoids appearing frivolous or saccharine.
The website, as the primary touchpoint for introducing the brand, needed a structure that worked for both at-need and forward-planning. The brand was developed further with rounded graphic elements, plenty of white space, and people-focused imagery.
Response: A handwritten “My” with underline in the logo conveys the personal side of planning, while “Intent” in Crimson — a modern serif — suggests trust and rigour. The wider system is carried by a Crimson/Open Sans font pairing, and a colour palette which is bright while at the same time avoids appearing frivolous or saccharine.
The website, as the primary touchpoint for introducing the brand, needed a structure that worked for both at-need and forward-planning. The brand was developed further with rounded graphic elements, plenty of white space, and people-focused imagery.
Outcome
The brand and website successfully balanced sensitivity and authority, supporting the client in securing charity and legal partners for their network.
