Finding an Authentic “Trust & Will” Voice
On January 2nd of 2024, I joined Trust & Will as the new Creative Director. Walking in that day, I was well aware of my first objective: pick up the rebrand torch and make something special happen. Breathing new life into the Trust & Will brand identity was a huge opportunity for the company. With an ever-growing audience and member community, I aimed to communicate an ownable, identifiable point of view and a personality that connects with people.
Grounded in Honesty
Trust & Will services are most often sought out when people are experiencing pivotal, life-changing events, such as having a child and looking to create an estate plan, or losing a loved one and going through the probate process. It was essential to craft language that felt familiar and trustworthy to help guide people through these highly-charged moments in their lives. The brand needed to hold and convey this broad spectrum of human emotions. I landed on a voice that is grounded in honesty, understanding, and the real experiences of our members.
Weaving in Authenticity
Through our photography, colors, and fonts we can bring our personality to life to connect with new people who are just learning about Trust & Will. The Kramms, Justin, Vica, their sons, and Justin’s parents, are actual Trust & Will members who had such a positive experience creating their Trust, that they were eager to help spread the word on the benefits of Trust & Will and let us share their family’s story on our new website. The Kramms are one of hundreds of thousands of families that have found comfort and relief in using Trust & Will to plan for their families’ futures. I’m thrilled to be able to feature them and to continue to share how the work that we do every day gives people true peace of mind and allows their families to build generational wealth.
Flexing Across Channels
Saturated colors, a unique serif font, and new brand photography all come together to create an editorial, effusive visual identity that feels both fresh and deeply familiar. No matter where the Trust & Will brand shows up, it has an authentic point of view and can flex to fit the context. For national broadcast spots, we chose a spokesperson who delivers the message of “making it count” with humor, warmth, and authority. However on social media, we lean into the informative, topical, yet not taking ourselves too seriously side of our voice. In our B2B business, we’re the tried and true experts who bring value and lighten the load for our partners.
This ability to mold the brand to address our shifting audiences is the rebrand’s greatest asset.