- Visual identity rooted in the brand’s Core Values
- Company name that doubles as a Brand Idea
- Flexible logotype rooted in Intelligent 401k’s brand personality: clever and confident
Intelligent 401k

It was crucial to have Tronvig as a knowledgeable partner to help us make fundamental decisions like defining our target customer, setting our Core Values, and devising a fantastic company name.
Situation
Before

After

Before: The startup’s co-founders had started building out their business and reached the point where a company name and brand strategy were needed to get to the next step: developing a website and marketing their offer.
After: Intelligent 401k is fully up and running with a clear understanding of its market position, value proposition, target audiences, and brand personality. Its website and visual identity are grounded in a comprehensive brand strategy that ensures the company’s tone of voice, look and feel, and messaging are all consistently on brand.
Discovery: Marketing Targets Diagram
Target A Millennial Motivated Delegator (26–31 years old)
Target B Older Millennial Motivated Delegator (32–45 years old)
Target C 46–55 years old
Target D 55+ years old
Target E Millennial Overconfident Idealist
Target F Millennial Overwhelmed Doubter
Inner “Marketing” ring: The customers the organization’s marketing resources should be directed toward
Middle “Sales” ring: The customers who will likely respond positively to the organization’s message even though they are not being targeted directly
Outer “Abandon” ring: The customers the organization should not pursue in any capacity
Target A: The customers who could be targeted but would likely require a separate marketing effort
Discovery: Brand Pyramid
5. Brand Idea
Intelligent 401k
4. Core Values
- Brain power (always find the most intelligent solution)
- We got this (we take charge)
- Simplicity (make it easy for everyone else)
3. Why?
- To have a 401k plan optimizer that is easy to use
- To have a 401k plan optimizer that proactively responds to market changes
- To have a 401k plan optimizer that is personalized to my needs, circumstances, and goals
- To know that my 401k plan optimizer is prepared against possible cyberattacks and glitches
- To feel like I’m on the right track financially
- To feel like I’m getting the best bang for my buck
- To know that my 401k plan optimizer is made by a reputable company that has staying power
2a. How—Competitive advantage
- Powered by pioneering artificial intelligence that proactively responds to changes in the market
2b. How—Other essential customer benefits
- Easy to use (very simple to understand and put in place)
- Personalized to your needs, circumstances, and goals
- Secure and protected against fraud and service outages
1. What
Intelligent 401k is an A.I.-driven 401k plan optimizer.
Actions

Along with the logotype, we supplied brand standards defining:
- Color palette
- Typography
- Illustration style
- Brand collateral

- Marketing website that speaks to older millennial motivated delegators
- Streamlined new user onboarding process
- Brand-specific SVG animation
- Tiered pricing that responds to target customers’ budgets and needs

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Tronvig Credits: Mark Davis, Art Director and James Heaton, Creative Director