One day a guy knocked on my door and explained to me how he was going to start a company. The name was picked out — Retire Iowa — and he would be specializing in annuities. He had a vision and wanted to make a difference in people's lives, by helping retirees plan for their future and protecting their wealth. He already had meetings set up with potential clients. He just needed a visual brand to support his business efforts.
He wasn't a financial company. He definitely wasn't a retirement home. He needed a unique look. I told him that I refused to use the typical 'golden nest egg' imagery that so many retirement firms do, and we started down a different path. I designed a logo that represents both financial charts and a sturdy tree. (To add a subtle twist, the trunk of the tree can also be seen as a hand in control of the financial wheel.) Several earthy shades of green make up the color scheme. Warm neutrals were used as backgrounds and text colors, to create a comfortable feeling. Illustration was used alongside photography for texture, and only photos showing happy, active, 'non-posed' seniors were chosen. Whenever possible, we chose a perspective that makes the viewer feel like part of the action. We built a library of stock imagery and created a website that met his goal — he didn't want to sound or look like a salesman. He wanted to feel warm, inviting, and most importantly helpful.
We created business cards, letterhead, notecards, and more. He hired agents and expanded into new territory. He opened a physical office in West Des Moines. What started out as an "annuity white paper" turned into a 12-page color booklet that is used in client meetings. Soon enough, we created logos, websites, and supporting materials for Retire Nebraska, Retire Missouri, and Retire Kansas. This brand took off quickly.
