FREEWILL is an estate planning tool that “makes estate planning warm, intuitive, and totally free.” The are supported by nonprofit organizations and enable users to more easily care for the causes and people they love.

It was important that the brand be presented as a highly reliable yet friendly brand. We decided that a sans serif typeface would match their technically modern take on estate planning and keep it sleek yet approachable. After considering a number of symbols that could indicate the writing of a will, the feather quill icon easily won. A more classic symbol that is reminiscent of ages prior to any computer tech, the quill brings an elegance and maturity to the brand, keeping it grounded in its warmth.

The deep blues further push the concept of trust and reliability, while the bright orange maintains its modernity and playfulness.