Total Retirement Solutions

Brand strategy. Creative strategy. Creative development.
Talent sourcing. Script writing.

Total Retirement Solutions focused on the small to medium-sized businesses typically overlooked and underserved by major retirement planning firms.

They needed creative strategy and development to re-establish market presence. Articulating the organization’s mission was critical for building relationships with retirement plan advisors, demonstrating value for plan sponsors, and establishing trust with plan participants.

Brand anthem

The brand anthem establishes authenticity and accessibility through simple, emotive language and visually resonant characters representing three core audiences: retirement plan advisors, plan sponsors, plan participants.

Plan advisor anthem

Know your audience. Total Retirement Solutions’ market potential would live and die by the relationships built with plan advisors: third-party partners small businesses rely on for financial advice, guidance and recommendations. This critical audience had to see themselves in the creative.

Plan sponsor anthem

Small business retirement plan sponsors are often HR executives wearing many hats. Demonstrating an understanding of their role—and articulating how Total Retirement Solutions could reduce workload—was central to the creative strategy.

Plan participant anthem

Showcasing how easy it would be for retirement plan participants to access and manage their savings—and the sense of security that would provide—was vital for sales conversations with plan advisors and sponsors alike.

Articulating value

As the creative progresses, audiences transition from experiential-focused content
into more value-driven messaging. Additional visual elements begin to familiarize audiences with the actual product and digital platform interface.

Simplify and support

The ultimate test of Total Retirement Solutions was how plan participants would use and engage with the platform.

Emotive, human-centric aesthetic gives way to a simplified, more function-oriented style to support user learning and exploration of the platform.

This content was produced by the Mission Brands Consulting creative team while permanently employed by CUNA Mutual Group.