MyIntent
branding
website design
MyIntent is a new brand developed by Thinkfarm for Bequeathed, broadening their will-writing service into a wider offer around later life, death, and legacy. The challenge was to build a brand that combined legal authority with sensitivity, tackling both reluctance and low awareness among potential users.
Brand design
I drove the logo and visual brand element of the project. A handwritten “My” with underline in the logo conveyed the personal side of planning, while “Intent” in Crimson — a modern serif — suggested trust and rigour. The wider system balances sensitivity with matter-of-factness, through candid photography, a bright green palette, and a Crimson/Open Sans pairing.
The website, as primary touchpoint for introducing the brand, also needed to present a structure that worked for both at-need and forward- planning, The brand’s sensitive tone was carried forward by rounded UI, plenty of white space, and people-focused imagery.
The website, as primary touchpoint for introducing the brand, also needed to present a structure that worked for both at-need and forward- planning, The brand’s sensitive tone was carried forward by rounded UI, plenty of white space, and people-focused imagery.
