Throughout her career, Lisa Lafave has always taken pride in challenging traditional investment approaches to help her clients explore and capitalize on untapped potential. After 30 years of working as a global performance manager for institutional investors, she decided to start her company. She set her business strategy as targeting overlooked or undervalued markets to find the “diamonds in the rough” and polish them for real value. TRIA’s task, in return, was to breathe life into the company by building a challenger brand.

Our starting point was to translate her business strategy into a brand strategy. We analyzed the sector, trends, client decision criteria, and crafted a unique purpose, promise, and personality for the brand.

Next, we embarked on a thorough naming process. We identified two naming mines: transformation and balance. Upon developing an extensive list of names, we evaluated every one of them both strategically, legally, and linguistically. There was a clear winner concept: Realign. Eventually, we opted for the abstracted version, Realine, for it offered visually and verbal playfulness. We further enhanced the meaning of the brand with a catchy tagline: Rethink. Realize. Realine.

Our next task was to create a comprehensive visual identity for Realine. We incorporated “fun, simplicity, and contrast.” We created a unique colour palette that works in harmony to give a robust, optimistic & approachable first impression. The primary colours solidified the strength, consistency and essence of the brand. In contrast, the secondary colours serve to expand the brand and differentiate where required.

Finally, we implemented the new logo and visual identity on a variety of touchpoints.