Earlier this year I worked with Gretel on and off over a period of several months as they developed a holistic rebrand of Axos Bank, formerly Bank of Internet USA, an American federally chartered direct bank headquartered in San Diego. It’s the main consumer brand of Axos Financial, and it’s the oldest Internet-only bank in the United States.

I worked closely with Gretel ECD Ryan Moore and Daniel Edmundson, Director of Strategy. We developed the tagline, brand voice, messaging, boilerplate language, and even a script for the CEO to announce the light switch to the new brand. Below are just a few of the pages from the extensive Brand Guidelines book that Gretel created.