Earnly

Challenge

Earnly wanted to become the most modern, easy to use tax intelligence platform in the UK, with ambitions to expand worldwide. But their branding was holding them back. It looked dated, closer to Internet Explorer than a modern SaaS product, and it wasn't landing with the users they needed for their beta programme. Adam knew the product was strong. The brand wasn't telling that story. Before any design work could start, Earnly needed to step back and get clear on their strategy: who they were building for and how to stand out in a crowded market.

Solution

We ran a full brand strategy session using our CLICK process to define Earnly's positioning, messaging and ideal audience. This gave us a clear direction to build from. From there we explored three creative directions, all rooted in the strategy, before moving into identity design. We designed over 50 brand marks, narrowed them to two strong options, and presented each with a full identity system: logo, colour palette and supporting assets. Once a direction was chosen and refined, we built out the remaining brand assets and guidelines, then handed everything over with a detailed Loom walkthrough so Adam's team could run with it.

Result

Earnly now has messaging that speaks directly to the problems their ideal customers face, not just what the product does. Since launch, users have joined the beta programme and the team is moving into building their full v1.0 product. Earnly has also gained open banking access and started seeking seed investment, giving Adam a strong foundation to build the next stage of the business. The brand now matches where Earnly is heading, not where they started.