Michael Gericke and his team have created a new brand identity for Achieve, the leader in digital personal finance, with a dynamic “A” symbol that captures its mission of helping everyday people get on the path to a better financial future. The identity encompasses a new name, brand positioning and messaging. Pentagram collaborated closely on the brand with the leadership at Achieve, including Co-Founders and CEOs Andrew Housser and Brad Stroh and VP of Brand Tanya Peterson. Achieve’s foundation is built on the 20 years of consumer-centric financial services expertise of Freedom Financial Network. Since 2002, it has served more than 1 million consumers, resolved over $16 billion in debt and facilitated over $7 billion in personal and home equity loans. Many Americans face financial challenges that prevent them from reaching their dreams. Achieve combines innovative technology with an empowering relationship-driven framework that helps people reduce debt, improve cash flow, save money, manage expenses and plan for the future. While Achieve uses the power of data and AI, it prides itself on putting people first and creating personalized solutions for each step of a consumer’s financial journey. Pentagram developed a brand strategy for Achieve that highlights this empathetic and customized approach, positioning the brand as a trustworthy financial “life coach” who will partner with people on their financial journeys, while navigating changing credit and economic cycles. This starts with the new name “Achieve,” a call to action that implies accomplishment. The symbol has a sense of optimism, combining the letter “A” with an arrow pointing upwards. The mark’s single line suggests the curve of a financial journey, finding the way forward, creating a clear path to the next step and rising as you go. The brand color is a bright, modern electric blue that stands out in the category and conveys power and strength. A gradation in the logo reinforces the idea of transformation. Check out the full case study at the link in our bio! Project team: Michael Gericke @mgross07 @melisazozkan @reid.parsekian @salamander249 #brandidentity #identitydesign #branding #logo