A BRAND AS HONEST AS THE ADVICE BEHIND IT
Client - Planet Positive Planning
SERVICES Brand strategy, creative direction, visual identity, tone of voice
DELIVERABLES Brand guidelines, logo suite and adaptations, colour palette, typography, tone of voice, graphic and Google Slides templates
Brand identity and tone of voice for a climate-aware financial adviser.
Planet Positive Planning is a climate-aware financial planning company for people in the second half of life. It helps them see where their money stands, and what it is doing in the world. The guidance is impartial and fixed-fee. The company does not manage money or sell products.
The brand did not yet say any of that. We built an identity with room to breathe, and a foundation that can grow with the business.
THE CHALLENGE
Planet Positive Planning sits deliberately between a financial adviser and a coach. An adviser makes decisions for you. A coach helps you think, but rarely about money. The company brings the expertise and leaves the decision with the client.
When we first heard the vision, one thing was clear. The existing branding did not match the depth and integrity of the approach. The company's credible and compassionate character was missing from the identity.
There was a second problem. The business works where two sectors meet, and both come with habits. Financial services leans on confident, rich blues. The environmental sector leans on green. Follow either too closely and the brand sounds like everyone else.
The brief had three parts. Represent the company's values today. Build foundations that can mature as the business grows and its place in green finance becomes clearer. And create a brand the company can own, use itself, and carry easily into documents and platforms.
APPROACH
Strategy
We built the blueprint first. The brand had to represent the values of the company today, and leave room to mature alongside the business as it grows and captures its unique position in green finance. So we built foundations, not a finished look.
It also had to work in daily life. The company needed a brand it can own and use itself, one that translates easily into working documents and business platforms, with the same feel every time.
Access shaped the brief too. Making the brand easy to read and easy to use matters to the company, and it sits within what B Corp certification looks for. It reflects the values behind the business.
Creative direction
The company's voice needed space. So we took a less is more approach, focused on distinction and legibility.
The name already says what the company does, so it became the hero of the logo. To show hope and guidance, we drew on the horizon. A three-quarter circle anchors the name and suggests a sunrise, or a sunset, and the better future it points towards.
For colour, we stepped away from the usual finance blue and environmental green. We crafted a new suite of complementary colours that feels warm and open. The typography carries the same welcoming tone.
The tone of voice is written in the first person: simple, positive and open. It keeps warmth at the centre of every piece of communication.
IMPACT
A logo built on a three-quarter circle that suggests a sunrise, with the name as the hero
Logo adaptations for Instagram, LinkedIn and other platforms, with clear rules for use
Graphic, social media and Google Slides templates that keep the brand consistent
A tone of voice that speaks in the first person, in simple and positive language
A unique suite of colours that moves beyond the finance blues and environmental greens
A typographic system that gives the words room and keeps them easy to read
An identity the company can own and apply itself, across working documents and business platforms
Accessibility built into the brand from day one
Foundations that can grow with the business, rather than a look it will outgrow
WHY THIS MATTERS
Many people reach their fifties and sixties with scattered pensions and a quiet sense that big decisions are being made for them. Planet Positive Planning offers the opposite. Decide for yourself, with the numbers in front of you.
A brand for that kind of advice cannot shout. Finance often sounds distant. Climate often sounds alarmed. Planet Positive Planning needed to sound calm, clear and kind.
Quiet expertise does not need more noise. It needs space for the voice to come through.
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