top of page
Penfold_Navy+Pink_Master Logo.png
Brand Design Lead 
May 22 - October 23

Over the last year I worked with the innovative fintech startup Penfold to help their brand stand out in the market. They’ve dragged pensions into the twenty-first century in much the same way as Monzo has changed banking, so a cool product needed a smart, contemporary look.


Working on Penfold's rebrand and marketing collateral helped them reach their target audiences and communicated how their pioneering product can change the way we think about pensions.


Brand Design Lead at Penfold was a dynamic role where I was fortunate to work on a huge range of projects across multiple teams, whilst sitting within the fast-paced and driven marketing team.

Brand development: The most significant and challenging responsibility I undertook on joining Penfold was updating their visual identity so that it reflected the pioneering and contemporary essence of the business, whilst also appealing to the new and rapidly growing B2B audience. Once this had been completed we worked quickly to roll out the new brand across our product, marketing materials and social channels.

New website: The new website was designed alongside our brand refresh. This holistic approach allowed us to iterate designs throughout the process and ensure that both the website and brand were fully compatible. It also helped us move fast and launch both the new brand and website within four months, the kind of efficiency that's seen as essential within tech startups. You can visit the new site here.

Marketing materials: On a more day-to-day basis I was responsible for the design and production of all print and digital materials. Digital collateral included; web ads, newsletters, social media posts, product UI mock-ups, reports, user guides, infographics and pitch decks. Print design included; event stands, branded merchandise, leaflets, brochures and newspapers.


Working with creative collaborators: One of the highlights of my role was the opportunity to work with our internal copywriter and commission talented illustrators, animators and videographers. They helped bring so many of the marketing team's visions to life, and it was a privilege to work with them on art direction and executing ideas.

"Aless completely transformed our brand in her time at Penfold, taking us leaps and bounds ahead of where we were when she started. We had a basic B2C brand identity which she hugely elevated and then expanded across our B2B audiences, creating a fresh but trustworthy brand that perfectly matched our business profile.


Aless is hugely versatile and contributed so much to Penfold, including completing a brand new (and large) website, digital ads, sales collateral, events stands, merch, social media, email/CRM, crowdfund campaigns, app store content, the list goes on! Her work on our new website in particular has had a huge impact on the business and was far beyond our expectations.

More than just the work itself, Aless is a lovely person to work with and was instrumental in forming a friendly, professional and hugely productive marketing team during her time here, while also being a strong contributer to the overall culture at Penfold. Aless started with us as a freelancer and we liked her so much that we hired her permanently - wish we could keep her on board for longer!"    


Co-Founder & CEO at Penfold

bottom of page