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Rebrand

Fortiva’s family of brands

Fortiva provides “Financial solutions so you can confidently handle life’s challenges.” Their existing brands and marketing materials had been developed on an as-needed basis by numerous freelancers and agencies over the years and lacked a cohesive look. They were also developing some new financial products that would need new naming and branding. It made sense to redesign the existing brands to develop a look and strategy that aligned everything under the Fortiva umbrella. Doing this made good business sense for several reasons:

BRAND EQUITY:
The new brands could use the brand equity built up by the existing Fortiva brand.

CONSUMER CLARITY:
Sometimes, these brands would be seen by consumers in the same place, and because they had such different looks, it would confuse customers.

BRAND IMPRESSION:
Having a family of brands that have a cohesive look helps to create a stronger overall brand impression. It shows sophistication and inspires confidence and trust.

The new-look expressed Fortiva’s brand while retaining the existing brand equity, and the marketing materials helped their sales team make more dynamic and compelling presentations.


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