Existing customers were introduced to the new brand before it was fully rolled out across marketing, website and product experiences—an excellent demonstration of how much Quicken cares about their customers and thinks of them as a vital part of their community. 

With existing customers as the foundation, the refreshed brand now serves as a warm welcome to new customers who can better see themselves in the modern reflection of the company, with the reassurance and stability that only Quicken can credibly own in the ever-changing marketplace of personal finance software.

Since the brand refresh, Quicken was positioned to grow Simplifi exponentially as the competition dwindled. Employees enthusiastically embraced the new brand globally, creating local swag and generating ideas for activation.

Tina Lin, Director, Product Marketing, Brand & Channels, Quicken

“Updating the visual identity for a 40-year-old brand was an opportunity we had to get right. We wanted to honor Quicken’s past while signaling our exciting future, with web and mobile products leading the way. We also needed a brand architecture that was built with our future growth in mind. Siegel+Gale helped us accomplish both with a very thoughtful approach.”