1. Business Objective
Build a business with net new customers that creates meaningful revenue in 3-5 years.
Project Objective
Create and design a product that speaks to a younger audience aiming to interest them in investing for their future.
2. Discovery Ideation & Idea manifesto
A strong combo.
Two people. Two different maps of the same future.
How do you decide which way to go?
Now there’s a simple, smart way to unite those separate strands.
Introducing Twine by John Hancock, the smart savings app built for two.
Designed to weave together your financial goals into a shared vision, so you can get what you need, together.
Get saving together. Get planning together. Get results together.
Because investing with each other is investing in each other. One couple, one future, one way to get there.
Twine by John Hancock.
3. Exploration
Brand Definitions
The "Power of Two" is the idea of saving together and achieving your financial goals faster.
Since it was a collaborative tool for saving we explored the different ways of showing connection.
Early stage illustration studies
Initial Logo Studies
UI application on brand style study
Final Brand
After all the iterations, we landed on a mark that expressed connection with two people and and the brand name. The mark is formed with two hearts intertwined and goes well with the organic signature of the parent company, John Hancock.
Twine by John Hancock logo
Brand guideline definitions document was part of our final delivery of Twine.
The one-line drawing from Jonathan Calugi was the perfect style to use because it was under the concept of "connection" without being too literal.
4. Delivery
Final Product
After the brand style was solidified, we worked on the user interface and put it all together following UX approvals. Together with John Hancock we built a simple, conversational interface and approachable sub-brand to make saving for short-term goals, major milestones and navigating the market a lot less intimidating.
5. Outcomes
Results & Impact
Twine has been downloaded and reviewed by thousands of users, and it's been awarded Apple's App of the Day four times since launching in 2017. It also earned peer industry recognition as "Best Overall Mobile App" in the FinTech Breakthrough Awards 2019.
Twine by John Hancock has earned App of the Day 4x on Apple's App Store, and Best Overall Mobile App in the Fintech Breakthrough Awards 2019