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

- The Work -

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:


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.

- The Results -

Ruby is currently being built, stay tuned!

- Gallery -

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