Mitzi

Mitzi set out to transform estate planning from something cold and complicated into something approachable, empowering, and human. Partnering closely with founder Katie Katz, we created a comprehensive visual system that captures both the straightforward utility of the platform and the warmth of its origin story—honoring her grandmother Mitzi, the “Original Boss Lady” who inspired the brand. The result is an identity built to resonate emotionally, stand apart in a crowded market, and scale with the company’s ambitious vision.

  • The best companies start by identifying a gap in the market. Mitzi has done just that. And more. “Estate planning is often seen as technical and dry, but at its heart, it’s personal and emotional,” says founder Katie Katz. “Sadly, too many people only learn about it during a crisis. Especially women, who are often left to manage everything during tough times.”

    An emerging financial and tech start-up, Mitzi is reimagining the outdated world of estate planning and financial advising. Traditional planning often excludes people, creating social and economic costs that widen the wealth gap and make preserving generational wealth even harder. “I realized people don’t need an army of professionals,” Katz explains. “They need a trusted guide to help them understand the process, tackle the details, and navigate the emotional decisions.”

    Mitzi offers a one-stop digital platform for estate planning. It helps anyone at any life stage create, manage, and keep their plans up to date for life and beyond. “That’s why I created Mitzi,” says Katz. “A solution that makes estate planning easier, more accessible, and empowering.

    To strengthen its impact in the marketplace, Mitzi needed a brand presence as powerful as its origin story and solutions. Together, we crafted a brand identity and ethos that reflects the straightforward beauty of her tool while honoring her grandmother Mitzi—a bookkeeper who, in Katz’s words, was the “Original Boss Lady” who ran the show and whose spirit continues to inspire the brand.

    For the visual identity, Mitzi brings a deeply human touch to estate planning through warmth and empathy. Handwritten notes, gestural illustrations, and charming sketches create comfort and reassurance, reminding users that behind every decision lies a story and a legacy. “Estate planning isn’t just about money and documents,” Katz says. “It’s about love, responsibility, and leaving a legacy of care.”

    The brand system is filled with carefully considered details designed to add authenticity, approachability, and warmth. From Mitzi’s actual signature and a custom “tz” ligature in the wordmark to a primary palette featuring tones like Mitzi’s Lipstick and Mitzi’s Wine, every element was created with intention to honor the heart of the brand and its namesake.