Olio: Humanizing financial planning

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Andrew Miller began his career as an engineer, contributing to a 401(k) plan he didn’t fully trust. Over time, he saw firsthand how mismanaged financial advice could leave people disempowered. So he made a bold pivot — learning the craft from a seasoned financial planner. Years later, when that mentor retired, Andrew took the reins and launched Olio, a firm built on the belief that financial planning shouldn’t feel exclusive or opaque. It should be clear, empowering, and deeply human.

That’s where we came in.

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Olio needed a brand that reflected its modern, transparent approach to wealth planning. We worked closely with Andrew to refine Olio’s visual identity—streamlining the logo, elevating the color palette, and introducing a new illustration style rooted in personal, everyday financial moments. These visuals warm up the category and set Olio apart from the sea of sameness in the financial space.

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Just as importantly, we helped shape a brand voice that reflects Olio’s core values. It’s smart, realistic, and supportive — offering guidance without jargon, and optimism without naïveté. It positions Olio not as the hero, but as a trusted partner in each client’s pursuit of financial confidence.

For financial services firms seeking to move beyond the transactional past and establish brands that genuinely connect, Olio demonstrates that it’s not just possible, but powerful.

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