Ready, Aim, Brand

Naming and branding a consumer-friendly financial services product.

Securian Financial's new consumer product needed a simple and approachable brand to build trust with and empower consumers.

Services Provided

  • Brand Identity Development
  • Creative Ideation


Securian Financial was launching a new financial services digital tool aimed at the sizable yet underserved middle market – individuals with annual income between $30,000 and $100,000. The product needed to establish a brand that was simple and approachable while building trust and empowering consumers to take hold of their financial future.



Financial goals aren’t always about saving for retirement. Sometimes they're focused on buying a new car, taking a vacation or saving for a down payment. Through support and education, the new digital tool would seek to empower consumers to take control of and improve their financial wellness. This perspective allowed us to show consumers that Securian Financial understood their needs and could help them attain their goals.



Morsekode and Securian created a brand centered around clarity and concision. We named the product AimMe, a humanistic name that embodies the product's goal aiming people in the right financial direction. The visual identity used color to energize the bright and friendly personality of the brand. Multiple lines and angles were inspired by the complexity of financial planning while all pointing towards a common goal. As a result, Securian customers would feel welcomed, supported and empowered when AimMe launched with these ideals and a fresh new look in the market.

Next Case Study

We want to create for you too!

We’d love to have a conversation and find out what interests you. Whether it’s how to invigorate your brand, create compelling content that tells your story, or dream up a digital experience that converts and creates true believers in your brand.