darkforces
/Online AI Training
When Erisa first came to us, it wasn’t just about rebranding a 401(k) pension plan provider. It was about finding a brand's creative pulse. They were too easy to forget - compliance driven - competent, but cold. Everything worked on paper, yet nothing moved anyone. We needed a platform strategy for a service that delivered on sensation throughout their comms.
The job wasn’t a “refresh”. It was to find the emotional logic buried underneath - the reason anyone should feel something about a company that deals in numbers, rules, and retirement plans. That’s where the Head and Heart framework began.
We realised that every conversation split in two. On one side: process, precision, and proof – the Head. On the other: empathy, ease, and reassurance – the Heart. The tension between them wasn’t a problem to solve; it was the brand. Erisa existed to balance them. And then came the breakthrough.
If the Head was structure, the Heart needed substance. It couldn’t just be “care” or “service.” It had to be the thing you feel when the fun starts – that warm, internal calm that says: everything’s in hand. We called it the Fuzzy Feeling.
From there, everything fell into place.
Tone became Disarmingly Open - direct, human, mid-conversation. The brand didn’t announce itself; it spoke. Design followed suit: lighter, looser, with purpose and direction. Even the site structure mirrored the mindset - clear tiles, Q&A logic, Head and Heart flowing side by side.
By the end, we hadn’t just built a new identity. We’d carved out a creative territory that only Erisa could own – where financial clarity and human warmth meet. And that work is still unfolding. The Head, Heart, and Fuzzy Feeling platform now drives a major direct-mail campaign launching in 2025 - built to turn that same emotional logic into something people can hold in their hands. It’s not just about pensions. It’s about the moment they become a narrative.That’s the fuzzy feeling. Watch this space.
