Kernel has a modern take on finance. But not everyone thinks that same way so how do we create a brand that has the credibility of an investment firm with the warmness of a savings bank? Kernel isn't like the others, they are not a big investment firm with a cold and impersonal approach. The personality connects with their customers and evokes feelings of trust, knowledge, and confidence while still being approachable. Kernel is human, like their customers, like the everyday Kiwi. That’s why they are professional but we don’t fill all sentences with jargon. They are experts when it comes to investing but human when it comes to life. Kernel is a challenger at heart but understands that the customer may be more reserved, that's why the design follows a strong system that's approachable, reflects real life, and is human while not being too 'new-age-tech-start-up'.