Willful Platform

Developing a friendly brand experience for a platform that helps Canadians create an online will.


56% of adult Canadians do not have a will or end-of-life plans. Willful developed a platform that helps people create a legally binding will online — in minutes.

The challenge was branding a service that most people find difficult to discuss. The logo and design system was developed to highlight approachability, trust, and peace of mind.

A series of isometric illustrations were created to represent life moments that one would consider long-term life planning, such as getting married, starting a family, or buying a house.


Creative Direction
Branding & Identity
UX / UI App Design
Website Design