Silver Branding Award for Penny

We’re thrilled to share that our work for Penny has won a Silver Brand Award from Indigo in 2023. While awards aren’t the focus when we’re creating work, it’s always nice to see that what we’re doing is making an impact and resonating with others.

Penny came to us at an exciting stage in their journey. After receiving investment from Google Ventures and Monzo founder Tom Blomfield, they were preparing to scale from 10k users to 1 million. They needed a brand that would break through the typical, dry look of the pensions market and appeal to a wider, younger audience—without losing the trust and stability required for such an important service.

Our goal was simple: create a brand that felt fresh, playful, and approachable but still conveyed the reliability and seriousness that pensions require. We put the ‘coin’ at the center of the identity, keeping things familiar yet forward-thinking. We paired this with Ambit, a modern typeface that strikes a balance between trustworthiness and personality, and added Inline Emoji to bring in a little more informality and warmth.

One of the things we’re most proud of is how the branding cuts through the noise of the often-overlooked pension industry. The typography, minimal and clean, helped deliver a clear, strong identity that worked across all of Penny’s touchpoints, from their logo to the new app and mobile site.

While we’re grateful for the recognition, we’re more excited about the work itself. This project is a great reminder that with the right approach, even industries that seem ‘boring’ on the surface can be reimagined in a way that feels vibrant and full of possibility.