Challenge
Retirement Planning University (RPU) had already achieved national scale. It’s an adult financial education course taught by financial advisors and hosted on university campuses across the country. However, there was almost no branding for the course other than a generic logotype. RPU needed a mark that felt authoritative without pretending to be a degree program, while also feeling approachable to those intimidated by retirement planning.
Approach
I designed a shield inspired by classic academic heraldry. The shield holds a graduation cap and a key, connecting the program’s two core promises: education and financial security. Diagonal stripes suggest forward momentum and upward trajectory. A green gradient keeps the mark feeling digital and contemporary, and the color suggests financial growth.
