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A financial management tool that helps families navigate life’s most challenging transitions with trust, transparency, and respect


First Tennessee Bank approached us with a project to name its new service aimed at families taking care of the finances of aging loved ones. Through the Brand Therapy process, extensive market research, focus groups, and a series of unconventional naming sessions, we found a name ripe with meaning: Ruby.

After completing the naming process, we forged a more developed verbal and visual identity for the company, including taglines, branded URLs, and an overall messaging strategy.


Ruby is currently being built, stay tuned!

Naming research and Brand Therapy process


Evidence-based conclusions

Mood Board

Working with designers through the sketch process

Choosing Final Logo Contenders

The Winning Logo