This financial services firm based in the Twin Cities needed a fresher approach to its branding visuals and messaging. Reflecting an active potential client base, Sterling’s team spoke of helping clients create the life of their dreams. The tagline “Live your dreams” evolved from that conversation.


The choice of navy is a calming color and reflects loyalty and confidence, which is important for financial services. The gold accent blending into orange brings a youthful and warm effect, representing new horizons for clients.

The updated logo and brand refresh were launched as part of a new website rollout, including images of active couples and families who enjoy life on their own terms.

We Care letter
Old version of Sterling Retirement logo.
Previous logo treatment.