Risk Management Association

For more than 100 years, RMA has been helping its members in the world’s financial institutions better understand and address risk. However, in order to continue to do this, RMA recognized they needed to evolve with the industry they serve – which involved a launching a refreshed brand identity that better aligned with the needs of their members and communicated RMA’s value in today’s world. This brand evolution specifically needed to communicate an alignment of RMA’s organization and offerings, drive equity back into the RMA portfolio, and adapt across multiple platforms to ultimately elevate member experience to increase engagement and sales.

Initial research involved stakeholder interviews, competitive research, and a series of audits looking at current marketing efforts, messaging, and visual identity elements. Using our understanding of RMA’s past and goals for the future, we were able to solidify the brand platform, which would serve as the foundation for the visual identity. Competitive research and brand archetypes led to defining a differentiated color palette. The previous typographic system set the precedent for the current, evolved one. Keywords from the purpose, vision, and mission statements like “strong”, “community”, “advance”, and “together” informed the logotype, iconography, and photography system.

The result is an integrated, adaptable brand experience that includes a refreshed visual identity, website, and messaging strategy that better aligns RMA with the needs of their members. The evolved brand identity introduces a new era of RMA, by acknowledging the rich 100-year history while also equipping the Association with the tools necessary to continue to be an innovative leader in the risk management industry for the next 100 years.