Octopus Money

Bringing future plans to life

Octopus Money is a 1-to-1 financial coaching service for all. At a time when the focus is on the day-to-day, it offers solutions for anyone to manage their money, create a plan and achieve life’s dreams. For the full consumer launch, we created a new Octopus brand extension that’s all about inspiring people to plan their future.

  • Brand idea
  • Brand identity
  • Social content
  • Motion content

For life’s biggest plans

While talking about money can be tough, Octopus Money provides the fuel for life’s biggest moments, like planning a wedding or preparing for active retirement. Tapping into that emotion was essential when articulating the guiding idea behind the brand. By bringing those plans to fruition through friendly advice, practical coaching and a realistic course of action, it’s ultimately turning dreams into reality.

Dreaming the future

To help Octopus Money stand out and show the human aspect of the brand, we created a design language that feels distinctly made by hand. Moodboards reference the idea of visualising your dream, with scrapbooks recording evidence of the journey becoming a reality. The result is a raw, tactile experience that expresses the emotion such a personalised service can unlock.

A hand-crafted system

Developing the creative idea, the design system uses a multi-levelled sense of collage. From expressive visualisations of customers’ dreams, right down to functional components like pictograms, every aspect has a physical quality. Bringing life into the system, however big or small the moment.

An evolving visual toolkit

To bring emotion and meaning to the storytelling, we introduced a loose illustration style to the collage system. The idea was to evoke someone doodling while daydreaming about the future, an aspirational quality for which Charlotte Trounce’s style was perfect. These build into an expressive visual toolkit, with guidelines to inspire the Octopus team and keep the brand fresh.

Output ran a great process. The quality of thinking was excellent and we felt they completely understood and acted on our needs”.

Ruth Handcock
CEO, Octopus Money

Bring your plans to life.