Friends That Invest
Friends That Invest
When Simran Kaur's community outgrew its grassroots beginnings, we helped the team define the essence of what they'd built and give it a brand ready for its next chapter. The result is a posture of being ‘fluent in finance’, making investing feel as normal as ordering a matcha latte.
The Context
Friends That Invest started with Simran Kaur sharing her own investing journey to help others get started. It grew into a best-selling book, an investing masterclass, and a fiercely loyal global community. All of it built on making finance feel accessible and non-threatening, in a world that is often anything but welcoming.
When Sim came to us, the brand had grown beautifully and organically, full of community charm. Momentum was strong as it reached its coming of age. Our job was to take all that magic and shape it into something cohesive and intentional. A new maturity, without losing any of the warmth people loved it for.
When Sim came to us, the brand had grown beautifully and organically, full of community charm. Momentum was strong as it reached its coming of age. Our job was to take all that magic and shape it into something cohesive and intentional. A new maturity, without losing any of the warmth people loved it for.
The Idea
The deeper problem here isn't a lack of financial education. It's that the finance world was built for a select few, and too many people, particularly women and those the industry has traditionally overlooked, simply don't see themselves in money.
The insight that unlocked the work: the hardest part of wealth building isn't learning how. It's believing it's for you. What Sim had done so brilliantly was normalise it, making wealth building feel like a natural part of everyday life rather than a world you have to break into.
We embodied it all in the brand idea: Fluent in Finance. A promise that you can talk about your investments the same way you'd order your coffee. With confidence, with ease, and a posture that’s completely unapologetic. It let us keep the community charm and girly-pop energy FTI is known for, while bringing a maturity that reflects where the business is headed and giving future products a clear centre of gravity.
The insight that unlocked the work: the hardest part of wealth building isn't learning how. It's believing it's for you. What Sim had done so brilliantly was normalise it, making wealth building feel like a natural part of everyday life rather than a world you have to break into.
We embodied it all in the brand idea: Fluent in Finance. A promise that you can talk about your investments the same way you'd order your coffee. With confidence, with ease, and a posture that’s completely unapologetic. It let us keep the community charm and girly-pop energy FTI is known for, while bringing a maturity that reflects where the business is headed and giving future products a clear centre of gravity.
The Identity
The identity embraces femininity, intelligent simplicity, and the strength of community. The graphic language is built on the daisy chain, a true representation of the Friends That Invest community of "Investie Besties" growing together and becoming financially fluent.
The 'F' logo mark is unapologetically bold yet feminine. Its stylised, compounded shape speaks to growth and momentum: always facing forward, glowing up towards financial independence. That compounding effect extends across the whole identity, from hero copy lines to iconography, so confidence comes through in every touchpoint. A palette of pinks, purples and yellows balances ultra-femininity with sophistication, giving the brand both warmth and flexibility.
What started as Simran sharing her investing journey has grown into a global movement, redefining how people relate to wealth and everything that comes with it. We loved helping shape this chapter, and the brand now has the clarity and confidence to carry whatever comes next.
The 'F' logo mark is unapologetically bold yet feminine. Its stylised, compounded shape speaks to growth and momentum: always facing forward, glowing up towards financial independence. That compounding effect extends across the whole identity, from hero copy lines to iconography, so confidence comes through in every touchpoint. A palette of pinks, purples and yellows balances ultra-femininity with sophistication, giving the brand both warmth and flexibility.
What started as Simran sharing her investing journey has grown into a global movement, redefining how people relate to wealth and everything that comes with it. We loved helping shape this chapter, and the brand now has the clarity and confidence to carry whatever comes next.
Featured Projects
Get in touch
We take on select projects, working with companies who are inventing or reinventing. If there’s a project you’d like to talk to us about, please get in touch.
