A Fresh Look at Pensions GV (Google Ventures)-backed 'Penny' approached us to help them stand out and disrupt the financial sector, aiming to grow their user base from 10,000 to 1 million. We developed a playful identity that broke away from the formal visual language typical of the industry. In doing so, we balanced the delicate tension between a sense of 'playfulness' and the inherent 'sturdiness' required in the pensions sector—after all, they’re handling your life savings!