- Visual identity rooted in the brand’s Core Values
- Company name that doubles as a Brand Idea
- Flexible logotype rooted in Intelligent401k’s brand personality: clever and confident
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.
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: Intelligent401k 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.
Our qualitative market research revealed a clear psychographic target customer group: motivated delegators between the ages of 32 and 45. Motivated delegators think long term, save money each month, and look for an expert to whom they will entrust the responsibility to help them financially.
5. Brand Idea
4. Core Values
- Brain power (always find the most intelligent solution)
- We got this (we take charge)
- Simplicity (make it easy for everyone else)
- 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
Intelligent401k is an A.I.-driven 401k plan optimizer.
Along with the logotype, we supplied brand standards defining:
- Color palette
- 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