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Robot Food

Disrupting pensions


What we did:

  • Creative Strategy
  • Naming
  • Verbal Identity
  • Visual Identity
  • Brand World

The Brief

How can we give people the control, visibility and encouragement they need to remove the anxiety around their financial status?

The Insight

It’s important to start saving for your future when you’re young. So why do pension providers feel so old? 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.

The idea

The future fund.

Take the pain out of pensions and give everyone the power to control their future.

Fund Your Future Intro

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

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

Fly Posters
Bus Mockup

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


“Sunday™ had to be digital first in order to attract a younger audience, so we made it a mobile app. Taking inspiration from the new wave of fintech, we designed Sunday™ to connect with and analyse bank accounts – showing people what they could realistically save rather than preaching about what they should.”

Creative Director

RF Portraits 2022 Ben
App Screen 1
Iphone Hand Support
App Dashboard 2

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.

Payment Terminal
Apple Watch Notification
Celebratory Notifcations Static
Sunday Reading
Full Width Invite
Website 2
T Shirt Mock Up
Tote Bag