Our task was to update the brand with the goal of bringing everyday customer interactions to life, engaging the target market within the Alaskan population, carving out a unique point-of-view in the 529 marketplace, and developing a story around Alaska 529. They needed a thoughtful migration to an updated brand by leveraging the best of the existing brand while also carving out new territory.
Media Planning + Placement
people over numbers
So we did our research. We listened to Alaskans as they identified their values and we found an abundance of common ground. While finance is a numbers game, our approach would be centered around the people—those who were investing their hard earned resources into the hopes, dreams and potential of the ones they care about most.
A trusted partner
Our voice and imagery would be as real as the people we sought to reach. To truly make a brand feel like home we’d rebuild from scratch, by shooting in Alaska and incorporating the insider knowledge and product offerings that resonate with Alaskans. Alaska 529 would be as much a neighbor as a company, and a trusted voice in a category that can be intimidating to many.
Other Recent Works