SellTaxFree.com underwent a comprehensive rebranding initiative, entrusting me with the task of overhauling the brand entirely. Through a discovery call, we outlined the brand's objectives and envisioned its new identity. Name exploration, including A/B testing to determine a new name, was conducted, followed by extensive exploration of logo options to align with the brand's vision. Supporting logos were crafted for its divisions, and a cohesive strategy, voice, narrative, and messaging were developed. The resulting brand, Plenti Financial, simplifies the 1031 Exchange tax-break and loan process for real estate investors, with its messaging and visual identity effectively communicating the transition from SellTaxFree.com. Plenti Financial boasts a recognizable and polished visual identity, setting it apart from competitors in the industry.