Simplifying financial wellness

While at Platinum Seed, I was entrusted with extending and restructuring BrightPlan’s brand book, a project that required both creativity and systematic thinking. The original brand book spanned 47 pages, but through my direction it grew into a comprehensive 151-page document that not only clarified but also elevated BrightPlan’s visual and strategic identity.

I expanded the guidelines to include new and more defined rules around the usage of visual assets, ensuring consistency across every touchpoint. I developed a complete framework for both out-of-home and digital advertising, crafted a custom icon set tailored to the brand’s personality, and refined the principles of type, scale, and social media expression. To support BrightPlan’s growth and external collaborations, I also introduced detailed guidance on co-branding and partnerships, ensuring that the brand could maintain its integrity while adapting to shared contexts. The result was a cohesive and future-focused brand system that provided clarity, flexibility, and long-term value to BrightPlan’s internal teams and external partners.

This comprehensive approach naturally evolved into discussions about digitising their brand collateral into an accessible digital platform. Having already built out their complete UI system in Figma, consolidating everything under a single branded subdomain made strategic sense. While BrightPlan ultimately decided against the digital platform approach, the expanded brand book provided them with the structure needed for consistent execution across all channels.

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