A name and visual identity for Dear Money

Rooted in radical care, kindness, and inclusivity Dear Money is a zero-shame programme for those who want to transform their relationship with money. To bring the idea to life I worked with the founders, Sal and Gauri, to develop a name that would capture their emphasis on understanding our own personal relationship with money. Building from the name we created a visual identity that reflected the warmth, care and heart that embodies their entire approach.

To help reinforce the warmth, care and heart that embodies their entire approach, we created this simple animation, just two coins set to the asmr beat of a heart.