WHAT WE DID
Working with the broader team through workshops, we revealed a direction that was less about money and more about life – a holistic, whole-of-life perspective that considered clients as full human beings rather than balance sheets.

From that foundation, I took on the naming, brand creation, identity and website design. The name Intend came from the same thinking as the strategy – purposeful, forward-looking, human. Once we committed to the “un-financial” direction, it was actually quite freeing. The symbol I designed arrived almost fully formed: three shapes representing mind, body and soul that also read as a balanced stack of stones. Calm, grounded, completely unlike anything a financial services firm would normally put on a business card.

I also contributed to the photography and videography concept – rounding out an identity that felt genuinely fresh in a sector that doesn’t always invite that.

THE RESULT
Three businesses became one – not just on paper, but in how they felt to work with and for. The brand gave the practice permission to have broader, more human conversations with clients rather than staying within the narrow constraints of financial advice alone. For clients ready to embrace a more holistic approach to their financial lives, Intend now looks and feels exactly like the kind of practice they’ve been looking for.