Robot Food Brand Articulation / Brand Creation / Brand Narrative / Brand World

Disrupting pensions


The Brief

It’s important to start saving for your future when you’re young. So why do pension providers feel so old? How can we give consumers the control, visibility and encouragement they need to remove the anxiety around their financial status?

The Opportunity

Pensions aren’t really for pensioners. So, we needed to demystify and simplify the process and design a pension for those that need to start one most. Young adults. Oh, and it’s not called a pension.

Fund Your Future Intro

In a perfect world you’d be able to save at the same time as spending, enjoying life while you’re still young.

Youthful and upbeat, Sunday™ gently encourages saving for the future in a positive, non-preachy way. Our brand mindset acknowledges that even though most people might not always be able to save what they think they should, it’s often surprising what they can.

Inspired by deconstructed pie charts, the brand mark brings to life the very literal building blocks of a securer financial future.

App Icon

Most adverts I see for pensions aren’t aimed at younger people at all, [they] have older people in them. It makes no sense.”

Illustration takes precedence over photography to reinforce Sunday’s youthful, future-focussed perspective.

Fly Posters
Billboard Bus Mockup

Where photography is used, we chose to represent our target audience as they are now – planning their pension, not receiving it.


Digital first, Sunday™ exists in the format used most by its target audience – a mobile app. We took inspiration from the new wave of fintech apps, designing Sunday™ to connect with and analyse your bank account to show what you could realistically save rather than preaching about what you should.

App Screen 1
Iphone Hand Support

“Transparency is key for me. People should always have access to know exactly where they are and how much they’ll have.”

We designed a transparent, easy-to-control dashboard that makes it super clear what users are saving, and what they’ll likely save in the future. We made it simple to increase, decrease, and even pause payments – depending on what kind of month you’re having.

App Dashboard 2

We borrowed the best from the best in new gen tech, like transaction round-ups (a la Monzo), and cashback on purchases (TopCashback) to help them save for their futures without compromising on the now.

Payment Terminal Apple Watch Notification

Most people don’t know who their pension provider is, so keeping users engaged with their Future Fund was important. Shareable in-app achievements and a personalised weekly newsletter (sent on Sundays, of course) gamifies the act of saving and helps build positive associations with users’ Future Fund.

Celebratory Notifcations Static Sunday Reading
Full Width Invite

Youthful, easy and inviting, Sunday encourages a proactive mindset and makes positive financial futures accessible to any income.

Website 2
T Shirt Mock Up Tote Bag
Next Project Co-op GRO