Kestrel is a savings app for people who find money apps stressful. The brief was to make saving feel like a habit, not a test.

A friend, not a bank

We wrote the voice first: short, warm and never smug. The interface follows it, with big numbers, one red bar for progress and nothing you need to read twice.

What changed

The launch campaign, the app store pages and the onboarding all speak in the same voice, so the first week feels like one conversation.