INCLINED
Inclined is a fast-growing fintech company reimagining how policyholders access liquidity from their whole life insurance policies. I partnered with the team to develop a cohesive brand system, evolve the company's digital presence, and create visual assets spanning branding, web design, product experiences, and marketing communications.
Project Overview
My Role: Brand Identity, Visual Design, UI Design
Deliverables: Brand Guide, Website Interface, Marketing Collateral
"Jude is multi-talented and has demonstrated his ability to create compelling visual branding and storytelling on web, print, conference booths, display, collateral, video and more. "
Alaina Paradise - Marketing Director - Inclined
BRANDING
The Inclined brand was built around the idea that accessing the value of a life insurance policy should feel simple, approachable, and empowering rather than intimidating. In an industry often dominated by complex financial terminology and traditional corporate aesthetics, I developed a visual language that emphasized openness, optimism, and human connection. Expansive landscapes, generous use of whitespace, and a bright, modern color palette helped create a sense of freedom and possibility, reinforcing the company's core message of unlocking the living benefits of life insurance.
To establish a distinctive and scalable visual identity, I developed an AI-assisted imagery system that generated consistent illustrations, environments, and customer personas across the website, product experience, and marketing materials. The result was a unique and recognizable brand that stood apart within the fintech space while helping communicate a complex financial product with clarity, warmth, and trust.
WEB INTERFACE
The website played a central role in bringing the Inclined brand to life. Designed to communicate a complex financial product with clarity and confidence, the interface combines intuitive information architecture, approachable content presentation, and a distinctive visual language. The goal was to create an experience that felt as simple and accessible as the service itself, helping users understand the value of an iLOC while reinforcing the brand's themes of freedom, flexibility, and opportunity.
PDF RESOURCES
I designed an extensive library of case studies, brochures, reports, spec sheets, and educational resources that translated complex financial concepts into clear, engaging content. These materials not only supported sales and marketing efforts but also reinforced a consistent and recognizable brand experience across every stage of the customer journey.
SOCIAL
Social media played a key role in extending Inclined's brand beyond its website and product experience. I created a wide range of social assets that combined educational content, customer stories, and promotional campaigns into a cohesive visual system, helping the company maintain a consistent and recognizable presence across channels.
SWAG
