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?

Surfe focused on the seamless integration of its product. We saw the opportunity to move this up to a brand level and leverage their fun-loving character. By positioning the brand on territories like agility, freedom, and play, we helped Surfe tap into the way reps want to feel as well as who they want to become.

Desktop research. Workshop facilitiation. Brand strategy. Competitive analysis. Positioning. Audience evaluation. Brand architecture.