re-brand   |   brand experience    |   brand collateral   
 
TruStage is a trusted financial services brand that has experienced significant growth since its founding. With success, however, came complexity — both in customer touchpoints and internal communications. To keep pace with their expansion and maintain a positive, approachable presence, TruStage needed a refreshed brand identity.

Challenge

The existing brand no longer reflected TruStage’s evolving audience or their simplified, customer-first philosophy. They needed a cohesive system that felt modern, approachable, and adaptable across platforms — while still staying true to their established reputation.

Solution

• Typography & Layouts: Introduced approachable, modern typography inside clear, grid-based layouts for a structured yet friendly feel.

• Graphic System: Added distinct visual elements to create consistency across digital and print applications.

• Color Palette: Balanced the iconic TruStage yellow with fresh, vibrant accent colors to create energy and flexibility.

• Photography Direction: Leveraged intentional, people-centered imagery to authentically represent their target audiences and build trust.
   

Impact

1.   A refreshed, modern identity that strengthens TruStage’s reputation for accessibility and trustworthiness.

2.   Simplified design system that unites customer and employee experiences across platforms.

3.   A more vibrant, engaging presence that resonates with audiences and supports continued growth.

4.   Brand consistency improved noticeably across communications; employees and customers report that the refreshed visuals feel more modern and trustworthy.

5.   Visual hierarchy and clarity help reduce confusion in internal documents, marketing materials, and customer-facing touchpoints.