VML · Thrivent Asset Management
2023
Thrivent Asset Management rebrand
UI · CRM
Problem
Thrivent's brand refresh began with challenges: internal teams working independently and uncertainty about translating the new identity for distinct audiences—retail customers and financial professionals. This created roadblocks when implementing visual updates across web properties and CRM systems. Compounding these challenges, Thrivent Retail hadn't yet migrated to their new content management system. These factors raised concerns about meeting timeline goals for a cohesive brand experience across all customer touchpoints.
Solution
We immediately explored brand translation options within their existing CMS constraints, developing an MVP approach implementable within the desired timeframe. This strategy delivered a visually unified experience regardless of audience segment while optimizing the client's budget during the CMS transition period. Meanwhile, the CRM implementation progressed smoothly, facing only minor delays while Thrivent finalized their retail customer approach—creating a comprehensive brand refresh despite technical limitations.
