I worked with stakeholders to pivot the Cache brand identity & design a few pages for the marketing website after deciding to target a different, wider audience. After testing the waters on cache.legal as a B2b for lawyers and financial advisors, we wanted to take a fresh approach with more personal, relatable and emotionally fluent look and feel!

We explored the space and worked to understand the pain points and needs of our target audience. As a group who didn’t grow up with computers, our ideal customer would be willing to use something that could genuinely improve their life, have a positive impact on their finances and therefor; their peace of mind. The ultimate goal is to give them back their time, rather than take away from it.

Cache can be the one essential product to ensure your most important documents are safely stored and accessible to your loved ones- with templates and built in organizational tools to allow them to create their own legal, living will all on their own - without the need for a lawyer.

The word-mark, simple and bold but with a sense of calmness and reliability.

A color palette of earth tones, deep green and a light neutral tan - khaki.

A single font family flexible enough to use digitally at all sizes, on printed materials or anywhere else.

Custom watercolor painted textures for backgrounds and in between sections for a cohesive transition throughout different pages on the website.

Curation of stock photography to complement brands vision and target market

After working together on the tone and copywriting, I sourced the stock photography, and created custom textures to include that would soften the look and feel and include an organic, natural element for this highly unique product and its offerings. I designed and prototyped the 6 pages in total, for desktop, tablet and mobile breakpoints.

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