Strategic Brand Development

The rebranding project began with comprehensive market research and competitive analysis to understand how Human Interest could differentiate itself in the crowded 401(k) space. Through user interviews and stakeholder feedback, I identified key brand attributes that would resonate with both customers and employees.

The logo design process focused on creating a mark that symbolized guidance and growth. The final design represents an unfolding map, reflecting Human Interest’s role in guiding clients toward financial security, with negative space that artfully integrates the letters “H” and “I”.

Comprehensive Design System

I developed a complete design system that extended far beyond basic brand guidelines. The system included detailed specifications for color palettes, typography hierarchies, iconography standards, and application rules that ensured consistency across every touchpoint.

The iconography system was particularly important, as it needed to work across both marketing materials and complex product interfaces. I created a library of custom icons that maintained brand consistency while serving functional interface needs.

Product Integration Strategy

One of the most challenging aspects was integrating the new brand into existing product interfaces without disrupting user workflows. I redesigned the admin platform, user-facing interfaces, and internal tools to align with the new visual identity while maintaining usability and functionality.

This required close collaboration with engineering teams to implement changes systematically, ensuring that brand updates enhanced rather than hindered the user experience.

Environmental & Cultural Impact

The rebrand extended into physical spaces with environmental graphics and workplace design. I created retirement destination-themed conference rooms with precision-aligned typographic installations that reinforced the brand’s focus on financial futures.

The environmental design became a powerful tool for both employee engagement and client presentations, creating memorable experiences that reinforced Human Interest’s brand values in every interaction.

Results & Long-Term Impact

The rebrand achieved immediate improvements in brand recognition and customer engagement. Marketing teams reported significantly more cohesive campaigns, while sales teams noted increased client confidence during presentations.

Most importantly, the unified brand helped Human Interest establish itself as a serious player in the enterprise 401(k) space, setting the foundation for continued growth and market expansion.