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Brett S. Traylor Creative Direction & Design

RPB

Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.

The Reform Pension Board looked to better connect with its participants and communicate its value. We worked with them to reposition and rebrand, creating a full suite of communications materials and a new website. Our work improved the organization’s visibility overall and helped RPB plan participants make the most of the benefits due to them.

The star-like symbol and logotype for RPB.

Our approach was to prioritize the brand’s commitment to being a world-class financial institution, but do so with the care and compassion that Reform Judaism is known for.

Brett Traylor, Executive Creative Director, Bst.

The front and back of several illustrated RPB business cards with the RPB logo and the phrase "Invested in your future."
Thinkso.com_Alt-Text Thinkso.com_Alt-Text 100% 10 A man passes by a reception desk with the RPB logo and in front of a large mural depicting Jewish religious architecture. A man passes by a reception desk with the RPB logo and in front of a large mural depicting Jewish religious architecture.; Cell C41 A man passes by a reception desk with the RPB logo and in front of a large mural depicting Jewish religious architecture.

We designed a signature pattern for RPB and use it in swatches and as backgrounds across the organization’s communications materials. It contains symbols and illustrations related to RPB participants, including Reform Movement synagogues, Israeli landmarks, religious icons, and traditions.

The RPB homepage featuring two people meeting and the headline "You deserve a retirement plan that works as hard as you do."

The website features custom photography of actual plan participants and RPB staff, conveying the warmth and caring of the organization. The site’s navigation guides participants through the information they need in order to understand the plan and other benefits RPB offers. We designed the RPB Navigator as a way for participants to quickly identify what they need to be doing and thinking about to prepare for retirement, based on their age.

Illustrated cover of the RPB Reform Jewish Values Fund brochure with the headline "An investment in values."
Inside pages of the RPB Reform Jewish Values Fund brochure with text and charts explaining the investment approach.
Inside pages of the RPB Reform Jewish Values Fund brochure with tables and charts showing investment choices and performance.
RPB investor presentation page on a computer tablet with the title "What to expect when you retire with RPB"
RPB investor presentation page on a computer tablet explaining distributions options, including annuities.
Eight pages of RPB fund facts sheet with tables and charts showing fund holdings, performance, and characteristics.

Written in simple, engaging language, these product brochures, slide shows, and fund fact sheets reflect RPB’s bright, positive brand identity while still feeling credible and businesslike. We also wrote and produced an introductory video to give participants and employers a quick overview of what RPB is all about.
 

Rpb Enrollment Portal 11

We worked with RPB to design the user experience and interface for their new enrollment portal.

Rpb Brand Guidelines 12
Rpb Brand Guidelines 13
Rpb Brand Guidelines 14
Rpb Brand Guidelines 15

A simple brand guidelines document ensures that the new identity is used consistently and properly by RPB and its consultants.