Lily is on a mission to help the 2.5 million UK women who are over-indebted, regain their financial freedom.

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This was our first foray into developing a true ‘character brand’. But first and foremost, why a cat?

The cat is representative of the independence and freedom gained from using the service. Lily is the spirit animal that sets the tone for a more relaxed state of mind that many of the brand’s users seek. It allows for a more approachable and positive narrative for those who are over-indebted and may be suffering from anxiety and stress.

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Along with the brand identity and illustration, our main focus was the website and how we could balance the visuals with a high-converting design and build.

This is ultimately a lead generation website so everything drives towards that goal. Great care was taken with the landing page along with the multistage form. Despite the fairly stripped-back aesthetic, there is a huge amount of analytics and various API integrations working behind the scenes to gather insight and improve the overall experience for each user.

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