Taramint aims to close the gender financial literacy gap. The organization, which was founded by an accomplished wealth management advisor, provides education for women in the historically male-dominated financial space. Following several years of organic expansion, the organization’s trainings were in high demand. Recognizing that they had moved beyond their origins as a passion project, Taramint’s founder turned to Junotype to position, name, and brand the organization. Through surveys and extensive research, we formulated a strategy that advanced accessibility and fostered credibility. From this strategic foundation, Junotype developed a name and an ownable identity that would support the organization’s lofty goals. The reimagined logo solidified the organization’s distinct new name. A gender-neutral color palette nodded to the financial space, while illustrations and photography elevated women's experiences. Meticulously crafted infographics, resources, and presentation tools allowed Taramint’s team to make complex information accessible and transparent for their audience.