Client project · 2025
Inheritance as interface.
Branding legal tech for emotional legitimacy.
The brief
Nobody wants to talk about wills. Gowilled had to make it feel okay.
Gowilled is an online platform demystifying will-making in India. Their goal: make wills easy, convenient and culturally acceptable for every Indian, despite two big walls: legal intimidation and family reluctance.
An app like this can't just be a utility. It had to feel comforting, reassuring and secure in every single interaction, and find the balance between emotional reassurance and legal strength. Our job was to turn that into one brand, grounded in research at every step.
What we found
Making a will is an emotional journey, not a form.
We mapped how people feel at every step, and surveyed 50 people about what stops them.
Before
“I'll get round to it.”
Denial, avoidance, unease
Thinking
“What if something happens?”
Worry, interest, mild guilt
Doing
“Am I getting it right?”
Relief, with doubts
After
“They'll be okay.”
Peace of mind, pride
Most people understand why wills matter. Emotional discomfort, family pressure and plain procrastination stop them anyway.
Survey conclusion, 50 responses- The Protector ParentWants to make sure the kids' future is sorted.
- The Silent ResisterFinds talking about death unnecessary, or just awkward.
- The Digital DoubterQuestions legal tech. Prefers paper records.
- The Legacy BuilderWants to be remembered, and cares about doing it properly.
So we designed for reassurance
Submit your willLet's get this sorted together
January to May
From a hundred sketches to one mark.
Five months, a lot of paper and more g's than anyone should draw. Keep scrolling to follow it.
week one: write 'gowilled' a hundred ways 
G? W? both? (both.) 
calligraphy meets something techy 
ten made the shortlist 
then the idea clicked: a family tree 
a 'g', a bit of calligraphy, a lot of tech
The logomark
A family tree, turned into a mark.
A will is a considerate sharing of care, responsibility and heritage across the branches of a family. So the mark is a family tree, simplified: generations stacking and branching, with a ‘g’ hiding in plain sight.
It quietly flips the death taboo, too. Instead of endings, it talks about roots, growth and continuity.
Colour
Sapphire for trust. Frost for calm.
Sapphire Blue says trust, transparency and serenity, the opposite of legal anxiety. Click any colour to copy it.
Typography
A typeface built from the logo.
Gowilled Display is a custom typeface designed by Saumya Kothari for the brand. A small piece of the logomark, its rounded squircle, shapes every letter, so the type feels softer, friendlier and part of the same family. Satoshi does the everyday work alongside it.
Pattern
Your fingerprint is on it.
Every will is personal, so the pattern comes from a fingerprint: identity, legacy and a personal touch. It stays subtle and supporting, never the hero.
Voice
We speak like the families we come from.
Gentle, witty and lovingly sarcastic. Calm about the serious stuff, light about everything else. Never cold, always human.
- Warm
- Trustworthy
- Reassuring
- Family-first
- Casually witty
- Respectfully bold
- Non-judgmental
- Human
Will-making so simple, your chachi could do it between shows.
Simplicity & easeWill ready before your morning chai goes cold.
Time-savingLife's not dumb charades. Don't leave your kids guessing.
Family & legacyMake a will with Gowilled, kal ho na ho.
Humour & relatabilityPapa ne life bima liya. Mummy ne FD banayi. Tum kya kar rahe ho?
SocialPlan like the world is unpredictable. Love like you'll live forever.
Website
Out in the world
From the app to the metro.
One calm system across the app, the website, social, print, stationery, billboards and merch.
Write it down,
pass it on.
Brand identity, typeface and voice by Aikyam for Gowilled · Gowilled Display by Saumya Kothari
