waivz

Waivz is a next-generation platform bringing AI-powered tools to the retirement industry. With products like Chat(k)™, an AI assistant for compliance and plan queries, and Search(k)™, a powerful data engine for identifying and analyzing 401(k) plans, Waivz empowers advisors to work smarter, faster, and with more confidence. Their focus: eliminate friction in plan reviews and surface actionable insights in seconds

challenge

Waivz needed a brand that broke away from the typical AI clichés and financial industry tropes

tasks

logo design

branding

year

2024

brand development

They were looking for a visual identity that could be both minimal and memorable, bold yet professional, and one that communicated clarity, intelligence, and confidence.

Key challenges:

Design a logo and icon that remains distinct and recognizable at small digital sizes.
Avoid overused wave, robot, or tech motifs.
Develop a high-contrast and modern color palette that communicates energy and clarity.
Create a flexible brand system across digital, motion, and future marketing materials.

logo & icon creation

The breakthrough came from embracing a modular letterform system—the logo was crafted using one core shape to construct the letters W, A, I, V, Z, allowing for a clever symmetry and rhythm.

The mirrored A and V formed the base of a cohesive and scalable structure.

From there, we developed a simplified icon derived from the letterforms—a smart, abstract mark that feels like a natural extension of the logo rather than a detached symbol.

brand identity

For the color palette, we wanted to strike a balance between bold and trustworthy. We choose high-contrast, warm-toned hues with electric highlights that feel modern but not juvenile.

We designed background patterns symbolizing the shift from complexity to clarity, mirroring Waivz’s core value of making retirement plan data easier to understand.

For the typography area, Unbounded was chosen for its unconventional structure and personality, matching Waivz’s disruptive positioning. Nunito Sans served as the grounding element—clean, legible, and perfectly paired to provide contrast and balance.