The Challenge

The brand outgrew its roots in the risk alignment market of wealth tech. Despite being deeply rooted in growth for its audience, many still associated the brand with risk. And, having “risk” in their name further pinned them down. How do we position a legacy company for its next evolution?

The Strategy

With the help of Lexicon, Riskalyze renamed to “Nitrogen.” Our strategy shifted the narrative from "playing not to lose" (risk) to "playing to win" (growth). We positioned the new brand for those willing to make fearless moves to expand wealth.

The Details

Brand strategy. Competitive analysis. Positioning. Audience evaluation. Brand architecture.