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:
The new brands could use the brand equity built up by the existing Fortiva brand.
Sometimes, these brands would be seen by consumers in the same place, and because they had such different looks, it would confuse customers.
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.