Case Study

Titan

Turning a brand into an enduring institution.

Industry
Technology, Financial
Stage
Growth

Titan launched with a compelling promise: bring elite investing strategies to everyday investors through technology. That promise fueled explosive early growth. But over time, rete...

Titan launched with a compelling promise: bring elite investing strategies to everyday investors through technology. That promise fueled explosive early growth. But over time, retention issues emerged.

Our analysis revealed the challenge wasn’t marketing—it was the business model.

Like many investment firms, Titan chased “alpha”—those coveted points above market average. When active funds surged, Titan launched active funds. When interest rates rose, they released savings products. While this approach drove short-term revenue, it weakened long-term fundamentals:

  • Identity crisis: Titan built independently strong, but conceptually disconnected products. Was Titan a hedge fund? Or robo advisor? Even they struggled to define themselves.
  • Market dependency: Their success relied entirely on market conditions.
  • Commoditization: Following trends meant offering the same products as competitors.
  • Low-quality clients: They attracted short-term traders who left at the first sign of trouble.

Our solution: stop selling returns. Start selling access—access to insight, support, and the culture of wealth.

Most fintechs offered self-service tools. Traditional wealth firms offered white-glove service, but only to the ultra-wealthy. No one sat between—blending tech-enabled ease with luxury-caliber guidance.

We identified Titan’s opportunity: an underserved segment we called “Future Old Money”—ambitious, high-earning professionals beginning their wealth-building journey. While they wanted great returns, what they yearned for was access into the culture and advisory of wealth.

We advised Titan to reposition around that identity: Wealth management for the next generation of wealth. Then we redesigned the brand to reflect that promise—with elevated aesthetics, luxury cues, and a new tone that positioned Titan not as a fintech tool, but as a prestigious, long-term partner in the creation and enjoyment of wealth.

COLLINS
Stalyn AlmanzarSam EliotLeland MaschmeyerJoseph HanTom EliaKristine LimJaeyou ChungSteffi KatzCorey LewisAlex Athanasiou
Palam Digital
Photography
Mari JulianoCelso Assunção
Styling
Nicole Louie

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Hellenistic Motif

This mark draws on Gaia—the Greek embodiment of Earth and mother of Titans. It symbolizes the idea that real wealth is grown slowly, measured by seasons and rooted in place. At the same time, its refined form signals Titan's premium position and aims to evoke qualities exhibited by prestige brands: craftsmanship, timelessness authority.

Endurance Function

Because a brand accrues power over time, we engineer our identity systems to be both timely and timeless. Our designs avoid fleeting trends, favoring bespoke visuals and timeless principles.

Flex Deck

A logic function embedded in the identity system to ensure brand coherence across diverse applications—critical for any high-performance system, as research shows coherent brands are 2.1 times more likely to achieve salience.

Language Bridge

A logic of function that translates identity components built for marketing communications into elements engineered for product interfaces—and vice versa—recalibrating usability and expressiveness.

Verbal System

A component augment that synchronizes language, tone and storytelling across all applications. By blending copywriting and UX principles, it ensures the brand voice is consistent, powerful and resonant across touchpoints.

Impact

Carved a New Niche

By occupying a new niche—tech-enabled wealth services with luxury cues, Titan achieved brand distinction in a saturated and lookalike category.

Shift to Luxury

By introducing luxury cues, Titan defined a new category between mass-market fintech and concierge-style wealth services.

Expanded into Services

Titan expanded offering services alongside products: an initial concierge offering gave way to high-touch RIA advisory.

Shifted Mindset from Growth Hacking to Value Building

By defining its niche and customer, Titan moved away from reactive market chasing and toward a strategy rooted in brand value and audience insight.

Enhanced Credibility Cues

The rebrand signaled maturity and seriousness, helping Titan shift external perceptions from an app-driven upstart to a credible wealth management partner.

Attained Aspirational Positioning

Titan transitioned from selling performance to selling access—moving the brand out of a transactional fintech category and into the cultural space of modern wealth and lifestyle.