Work > Case Study

RIVR Financial

When the ownership of Klassen Financial changed and the business moved in 2017 to a new location at 333 Reimer Ave in Steinbach, a logo refresh was completed to signal this new leadership and direction for the growing firm.


  • Brand Naming
  • Logo
  • Visual Identity
  • Building Signage
  • Banners
  • Stationery

Due to the already significant transition to a new physical location across town, it was decided that leveraging the existing name and colour palette for the short term was wise, so as not to create any confusion in the marketplace about the future of this well-established firm.

Klassen Finanacial Logo Building

An interim logo update was developed using a refreshed green colour palette and modern, simple typography. The ‘K’ monogram was inspired by the neoclassical architecture movement commonly applied to 19th century financial institutions in Canada, like the Bank of Montreal headquarters. The parallel lines formed by the flutes and fillets in the Greek column style used by the movement provided a sturdy yet classy aesthetic when applied as a monogram.

Company Logo's over the time

With the continued growth and acquisition of another firm in 2021, it was time to introduce the final stage of the brand transformation. The next step was to update their name and identity to more accurately reflect who they are and move away from the legacy Klassen name.

Office desktop Office desktop
Company logo Company logo

Unique and memorable brand names are becoming harder find. Our clients’ affinity for the outdoors led us to explore a river theme, and after a more precise audit, revealed several positive attributes. Rivers can be both tranquil and powerful, a source of nourishment and a mode of transport, cleansing, and renewing.

The name River was selected, and removing the ‘E’ (to create Rivr), gave the name the unique, eye-catching edge that was needed (not to mention domains that were available).

Brand Guide Brand Guide

During the re-naming process, two taglines were created to help consistently convey the change. These taglines were applied graphically on everything from billboards to their website to help visually show the brand transformation. The taglines included were:

New Look, Same Trusted Advice

Change Is Good

klassen Logo
Rivr Logo

We supplied and installed both the original Klassen Financial anodized aluminum signage on the exterior, and the updated RIVR logo, utilizing the landscape version of the logo to best fit the space.

rivr Website preview rivr Website preview
Company banner Company banner
Company Stationery Company Logo mugs
Company Stationery Company Logo mugs

A cascade of brand updates ensued—we proceeded to update physical assets, like exterior signage, stationery, and various ad spaces, alongside providing design direction for refreshing the website.