End-of-life planning isn't something we often talk about in depth and certainly isn't a subject that gets people excited about a new product. Addio, or farewell in Italian, gives you and your family an opportunity to communicate clearly about what is needed if the unexpected happens.

Reaching Addio's target market requires a slight threading of a needle. If the brand is too fun, it may play as disrespectful or as making light of a heavy situation - but if the brand is too serious and/or middle-of-the-road, you run the risk falling in the wrong category and not breaking the mold enough to gain attention.

With Addio's brand identity, we wanted to communicate a friendly but respectable brand that you would feel comfortable taking care of your assets and planning.

Fonts were chosen to be highly readable for body, CTAs, and content while retaining a bit of footloose in the headline font. The summer colors help to add light to what may be a dark time, while the illustrations add a thought-provoking break from the monotony of asset management.

Addio's platform needed to hit on a few key goals: An all-in-one solution that was easy and quick to get started with while enabling users to continually add/edit resources from time to time. Addio would need to serve as a living platform.

"Home" plays an interesting, almost dual role in our lives. It's both where we feel the most comfortable and centered, yet it's also where most of our lives happen - even if we don't immediately think so.

We wanted Addio's dashboard, or home, to give you the best snapshot of your plan. Here is where you could see recent assets, farewell items, successors, and family members - as well as your overall account progress and suggested actions. If you only ever checked in on your plan through the Dashboard, you'd still have a pretty comprehensive picture of how you're doing.