Truspire®
Visual Identity
2023
Services
Branding
Art Direction
Advertisement
Market
Finance
Insurance
Corporate
Truspire, a Mutual of America® Company, is a new customer-centered, digitally enabled provider of guaranteed retirement income solutions.
We have been asked to develop approaches to their visual identity, spanning an in-depth logo design process, building the brand‘s toolkit, visual language and photography, and ultimately providing a sense of the online and print materials‘ look and feel. We presented directions ranging from a warm and unique approach to the market, to an elevated, design-centric, and ultimately a modern take on a classic corporate design – a more contemporary interpretation of established aesthetics in the finance and insurance space shown in this case study.
The Logo Concept: T—Flex
Ideas of growth / expansion, freedom and flexibility are combined in this bespoke monogram.
The Brand
Using the logo as our starting point, we are creating the color palette and signature design elements from the visual mark, developing an elevated and contemporary, digital-forward approach to classical corporate branding in the finance space.
The Truspire Toolkit
Taking the shades of blue and levels of transparency from the visual mark, we derived gradients, played with opacity and color overlays, for a light, yet solid-feeling result.
Taking angles from the avatar we have created an upwards-facing, arrow-like design element, symbolizing growth and positivity. Our typography choice is distinctly refined, providing a sense of professionalism and trustworthiness.
Key Mechanics
Our upwards-facing, arrow-like design element is used to house imagery, the corporate gradient or when used on top of imagery, rendered as thin lines, it is taking the leading role in shaping a memorable brand.
For additonal creatives, we are using the rods / line elements that the visual mark is made out of and deconstruct / reassemble it to create conceptual illustrations that tie back into the logo.
Reassembled
Our visual mark is deconstructed for conceptual illustrations and story telling purposes.
Digital Presentations Spreads
We defined the key principles for on-screen design of marketing and data-driven materials.
Advisors
Truspire‘s representatives are pictured with clarity and professionalism
Lifestyle Photography
is carefully curated, color graded and people-centric, portraying customers in their environments.
Brand Awareness Visuals
lean heavily into the color palette, creating a strong, memorable presence where needed.
Website
Moments of calm — simple, yet elegant and color forward, generous typography and whitespace dominate the brand‘s online presence.
Selected Spreads
We made use of a flexible grid, generous white space and understated typography, alongside dynamic colors that help us set the tone for different products.
