Cleo

Cleo is a conversational, AI-powered financial assistant designed to help people manage money through a distinctly human, personality-led experience. This case study explores how its brand, campaign, and product expression could evolve into a unified system as it re-enters the UK market. In a category dominated by feature-led messaging around budgeting and control, the work reframes money as ongoing mental load: ambient, persistent, and difficult to switch off. From this, I developed “Money, off your mind,” positioning Cleo not by what it does, but by what it removes: cognitive burden, stress, and friction. The platform scales across campaign, web UI, editorial, product, and experiential environments, creating a cohesive system where brand and product operate as one, defined by clarity, consistency, and a more human measure of value.