The 401(k) Company specializes in defined contribution plan management, offering complete recordkeeping, participant education, compliance and consulting services, as well as a broad selection of investment choices. Our assignment was to create an identity that was classic, serious and conveyed an image of stability and trust. We applied the new identity to an RFP and collateral system as well as an image campaign that was born from the capabilities brochure created as part of this system. Self reliance, control, integrity, flexibility and self discipline are key messages in these materials and ones that the company consistently reinforces in all corporate communications. These guiding principles allow participating individuals to create their own unique plans with experienced and sage advice, flexible investment choices, supervision of those investments by seasoned professionals, complete electronic access and, ultimately, help instill self reliance. The individuals depicted in the 401(k) image campaigns are intended to represent and convey these principles.