Intend Financial

NAMING | BRAND CREATION | IDENTITY | WEBSITE

CHALLENGE
Three advisory businesses across Victoria and Tasmania were merging and required a name and brand identity that felt contemporary, human, and holistic – moving away from the traditional “financial” look and feel.

APPROACH
Following an initial brand workshop, the brief emphasised a holistic, whole-of-life perspective, considering clients’ lives beyond finances. I developed the brand identity for Intend Financial, including the new name. I created graphic symbols representing mind, body, and soul, which also form a balanced stacked-stone motif, and paired them with a bright, energetic colour palette. I also contributed to the concept development for campaign photography and videography to reinforce engagement, continuity, and the brand’s approachable, ‘un-financial’ personality.

OUTCOME
The brand was rolled out across signage, stationery, and a distinctive, user-friendly website, establishing a clear, confident identity for the newly formed business and setting a contemporary, human tone across all touchpoints.