When a new CEO bought the company from the Founder, he need to clarify their vision to get buy-in from their current network and “break out of the sea of sameness” to attract new brokers and clients. Their previous messaging spoke to the end-user, but not to the brokers, employers and non-profits who are their actual customers. In a risk-averse industry with lots of compliance issues to balance, they wanted to look bold, youthful, yet still trustworthy.
To attract motivated and entrepreneurial brokers, to better equip employers to invest in the prosperity of their teams and themselves, and to inspire a wider range of people to plan for retirement, we rebranded the company with an identity and messaging that spoke to each of their audiences. The relaunch included a new logo, collateral and website that includes an assessment tool to facilitate their new client funnel.
Their existing clients responded favorably to the rebranding and their book of business experienced huge growth.