What we did
Everstate is a fintech startup, powered by Old Mutual, that lets you create a will for free, get the right insurance for death expenses like estate duties, and provide for your loved ones. Milk Moon Studio was involved with the creation and testing of the product from start to finish. We created the Everstate name, brand guide and logo, designed and built the landing page in Webflow, set up site and behavioural analytics, and created the ad collateral. Our Bizzy project followed a similar path, from name and logo to a landing page.
Main page
The landing page opens with the promise of a simple, free way to plan for when you’re not around anymore. It then explains who should use Everstate, how it works in five steps, what else it can take care of on top of your will, and ends on a sign-up form for the beta programme.
Final product name
The name comes from an infinity symbol, a heart and ‘state’ (estate), which is the economic value of all your investments, assets and interests. The logo is a heart drawn as one looping line that forms an e and an s.
CI elements
The brand guide is dated January 2022. It covers the logo pattern, the colour palette and the typeface, Brown.
The challenge
In a world where tomorrows are uncertain, the conversation around what happens ‘when you’re not around anymore’ is both inevitable and intimate. Everstate came into this sombre conversation offering a simple, free and dignified approach to navigating wills, insurance and ensuring the well-being of loved ones. When Milk Moon Studio started working with Everstate, it was about much more than web design. It was about building a calm, simple place online where that conversation could happen.
Our approach
Our work with Everstate was in the delicate, yet important, area of planning for the unforeseen. The aesthetics were tailored to evoke a sense of calm, trust and ease, ensuring that individuals could find their way through this sombre subject with a sense of security and clarity.
Everstate isn’t just a platform, it’s a companion in the contemplative process of ensuring that your loved ones are taken care of, your assets find the right heirs, and the transition unfolds smoothly. It’s about simplifying the complex, demystifying the daunting, and providing a clear, step-by-step pathway through the legal and financial areas that come into play.
From aiding individuals in crafting a free will, to orchestrating a plan to cover education costs for those who pay school fees, to ensuring quick financial support in the immediate aftermath, Everstate is about addressing the solemn with a sense of simplicity and dignity. It’s about offering a complete plan that covers the spectrum from asset protection to death expenses.
What we built
But the story didn’t just resonate in the services, it showed in every detail and every interaction on the site. The way users move through the site was crafted to be as intuitive as it was insightful, ensuring that individuals could move through the process with ease, clarity and a sense of assurance.
Using Webflow, we made sure the site reflected Everstate’s ethos: simple, serene and secure. We also set up site and behavioural analytics. If you need a brand and a Webflow site built from the ground up, take a look at our Webflow design and build services, or read how to install Google Tag Manager and Google Analytics in Webflow.
The result
The result was a calm, clear place where that conversation could happen with a sense of dignity, clarity and peace of mind.
Our endeavour with Everstate was about more than crafting a website. It was about creating a calm place where the inevitable could be addressed with simplicity, serenity and a sense of security. We have also written about how a well-designed website can boost your business.
