Wellwards

Wellwards is a Melbourne-based firm offering 
scalable CFO services designed specifically for Australian founders and business owners. Built on 
the idea that financial clarity should empower rather than overwhelm, the business provides strategic guidance without the formality of traditional consulting firms. As the designer, my role was to develop a brand identity that reflects this thoughtful, measured approach to finance. The visual language needed to feel calm and intelligent while communicating a sense of structure and long-term stability.

The creative direction was inspired by modern architecture and classic financial journals, combining clean composition with confident typography and restrained detailing. A carefully considered colour palette brings energy and distinction while remaining grounded in a classic aesthetic, setting the brand 
apart from the predictable look of traditional firms. 
Every element was designed to support clarity and usability, with layouts that feel spacious and messaging that speaks in a calm, expert voice. The result is a clear and timeless identity that supports founders as they grow with intention.