Gradifi

The benefit of financial wellness

Overview

On the verge of being acquired by Morgan Stanley, Gradifi, a student loan and financial wellness benefits provider, was in need of a brand overhaul. They were looking for a way to appeal both to companies who might be interested in adding these benefits as well as the employees themselves. Along with this, they needed their site to communicate what Gradifi does and the benefits it offers employers and employees.

In order to vet our concepts, ICS enlisted the help of a variety of users from across the country. These live message tests quickly surfaced favorable messages and visual concepts. From there, we refined to better align with the existing style and the needs of the client team. We used color to connect with specific products, updated photos to look more natural and less classically stock, all while using strong, concise messaging, and a generally clean, bold look. The result was a fresh brand identity that built upon their existing brand colors and assets.