Since its initial launch 40 years ago, Quicken (formerly Quicken Loans) has remained the #1 best selling personal finance software on the market. As the product grew in popularity and widespread consumer appeal, its visual language and identity remained static and outdated. In order to remain competitive and appeal to a broader prospective audience, the brand required a visual evolution and creative refresh.

Starting with the brand’s wordmark and delving deeper into colors, typography, imagery, etc. the team at Siegel+Gale strived to establish a visual language that was distinct and fresh, while remaining trustworthy, smart and technologically adept. This new identity reflects a greater emphasis on the humanity of the product by bringing users to the forefront of the art direction. Additionally, a strong emphasis was made on refreshing the look and feel of the product design to a more sleek looking interface.

This identity was rolled out across a range of both physical and digital brand assets and accomplished the task of bringing what was once an outdated brand to a broader, younger and more tech savvy audience.