Indiana 529

The Challenge

Indiana529 is a tax-advantaged investment plan that helps families save for future educational expenses that lie ahead. In the midst of a complete rebrand from CollegeChoice 529 to Indiana 529, the client required a strategic approach to reflect their values into their brand identity and messaging.  To do so, they needed a brand strategy that represented 529’s evolution into a fully accessible and inclusive opportunity for Indiana families from all walks of life.

The Insight

Financial products are often complicated, confusing, and designed for the select few. After conducting market and stakeholder research, we understood the value and benefits afforded to families in Indiana by 529 plans. 

It was important to us and our client that we reflect that value through their brand identity and messaging.Indiana529 is straightforward, motivational, and smart. Most importantly, it’s designed for everyone. It’s practicality and approachability needed to sit at the heart of the new brand messaging and visual identity to clearly communicate these benefits to their audience.

The Execution

To develop a brand that connects to consumers, you have to speak in their language. Through our approach, we uncovered consumer language that most accurately represents the real-life concerns that families face when it comes to this level of planning.  

The idea was to simplify the common financial jargon you see in the financial planning industry, and deliver the program in a friendly and welcoming way for families. Guided by these ideas, we created a logo intended to keep things simple. Our brand messaging and tone get straight to the point. Our design features show uplifting images and icon styles. Our advertising inspiration conveys optimism and possibility for all Hoosiers. We built a brand system around a single logo with differing messaging based on the various audiences and product categories.

The Result

The rebrand made Indiana529 recognizable and approachable, successfully positioning the program as a practical and approachable program for all. The new name and brand now accurately reflect the expansion of 529 plans into a means of opportunity and possibilities for all Indiana families. .