Havenly is a banking app prototype designed to help adults aged 70 and above better manage their finances and protect their assets from the epidemic of financial fraud against the aging.

The name we came up with conveys a 'safe place' for this user segment to protect their legacy. We were seeking a symbol to reinforce the concept, and landed on a bird protecting its nest. The 'nest egg' reference is pretty clear, but there were some subtleties to the design. Early concepts had the bird facing forward. However, simply having its head turned and looking over its shoulder really sold the idea of safety and protection.

The visual design easily translated to a soft, approachable brand appropriate for the aging user segment it was intended for.