Your future is worth saving.

Naming    |   Brand Strategy   |   Voice   |   Visual Identity   |    UI / UX Design    |     Illustration

Bridging the gap between robo-advisors and real people.

This project was produced during my time as Creative Director at Copywriting by Ben Emery and Gina Yu. Development by Brett Laub. CEO John Emery.


BeniGro launched to be as accessible and easy-to-use as the other guys, but to have real people available when someone needs it. They’re partnering up with financial advisors across the country to provide immediate (and wise) financial advice. We partnered with Bianca and her Board of Directors day one, and we’ve been helping build this company every step along the way. From naming to logo design to UI/UX and every pixel in between.

Visual Identity Update

We wanted to create a visual metaphor for the entire brand and we did that by tying together the existing logo mark, which we updated, to a fresh color palette and 3d rendered illustrative style reflecting ideas of picking golden apples. We supported this visual style with illustrations of colorful characters and other elements which were used in both the website and social media strategy.

Brand Voice

Based on the findings and our business as an archetype we need to be communicating to our audience using these words and words like these to reinforce our brand.

Kind. Wise. Honest. Accountable.

Brand Colors