Grandhood is a fintech startup on a mission to change the world of pensions. The team already had a game-changing investment algorithm, and came to Designit for a name, identity and a story to bring their idea to life.
96% of people in Denmark find their pension plan too complex and hard to decode, and there's hardly anywhere to go for advice or guidance. As a result, more than 300,000 entrepreneurs and small businesses don’t have pension savings. Grandhood is on a mission to change this – reshaping how pension savings are handled and understood by young and mid-life professionals with a simple, mobile-first solution. Together, we went from design development and strategy to a final identity in just six weeks.
Our research showed that retirement was associated with negativity and frustration, so we created something new: 'Grandhood'. You have a childhood, an adulthood, and now you have a Grandhood too. Grandhood helps design your pension for a grand life. Together with the name, we created a modern, minimalistic and simple verbal and visual universe. The identity conveys Grandhood’s message of a simple pension solution, making it easier to understand, navigate and grow your pension.
Grandhood raised $3 million in venture capital and had 350 companies signed up before launch.
Red Dot Award
Best Startup Pitch 2018
Danish Digital Award 2020