With no name, no logo and no website — but a team with an impressive pedigree in law and finance — our client came to Kicks to find their identity and their place in the digital world. Here’s how we shed some light on the professionals at Torchlight Resolutions.
Come On Baby, Light My Fire
First things first: every new business venture needs a name that energizes the team and encapsulates what they bring to the table. As for the latter, our client offers financial and legal support to people going through major life changes like divorce or loss of a loved one.
Since our client would be working with clients during an incredibly sensitive time in their lives, the business name needed a sensitive slant. Through some brand exploration, Kicks helped the team settle on “Torchlight Resolutions.”
Just like a torch, Torchlight Resolutions guides individuals through the uncertainty so they can take an informed, confident step forward. By shining a light on the path ahead, Torchlight helps their clients reach a safe resolution.
Find Your Identity
It’s Not What You Say, It’s How You Say It
In highly regulated fields like law and finance, the main challenge when writing content is figuring out what you can and can’t say. Torchlight’s hands were doubly tied since their parent organization wanted to avoid any presumed relationship between this new venture and existing sub-brands.
Kicks interviewed the Torchlight team to wrap our heads around the complex web of compliance. Saying that they offer legal and financial “advice,” “planning” or “representation” was off the table, as were common words like “wealth.”
Kicks landed on phrases like Financial Forecasting to speak clearly to Torchlight’s offerings while sidestepping compliance landmines. With a little creativity, Kicks can help you navigate your industry’s red tape.
Kicks Content Marketing
With alignment on brand, audience and U/X, Kicks set up Risers For You for a big leap forward.
Selling a clean, simple product is only as clean and simple as your e-comm site. When we redesigned Risers’ website, we did it with a simple user experience in mind — especially considering the older end of the audience spectrum.
By leveraging WooCommerce, we helped Risers offer a customized shopping experience for their range of products. Users can easily filter to find the right leg shape, finish and size for their furniture.
One-Page, Zero Problems
With naming and branding locked in, Kicks set our sites on building a home for Torchlight Resolutions on the web. At this point in their life, the team decided on a simple, one-page site that cuts right to the heart of who they are and what they do.
Torchlight’s new site may be a slim “digital billboard,” but it’s just what they need to spread the word about their new venture. When Torchlight is ready to scale up, Kicks is on deck to add more functionality to the site like online scheduling.
More often than not, legal and financial organizations lean into stark black-and-white color pallets. It’s supposed to lend an air of professionalism, but it can feel unapproachable and daunting for someone who’s going through a major life crisis.
Since human connection is so important to what Torchlight does, they immediately saw the value in calmer brand colors. Kicks came to the table with a pallet of orange and blue — orange speaking to the “torchlight” identity and a calming blue to complement it.
Huge credit to Kicks for getting us where we want to take ourselves. It’s so refreshing to collaborate with a team that listens and doesn’t steamroll our ideas. You guys really knocked it out of the park!
Kyle Thompson, Partner, Market Street
When you need a light to guide you, the team at Torchlight Resolutions can show you the way forward. We’re specialists in finance and have extensive experience with the legal proceedings that need to be taken care of when you’re going through a major life change.
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