Thrivent Financial

Thrivent Financial For Lutherans approached Capsule in 2012 with a large initiative. The not-for-profit organization was opening their coverage to a broader Christian member base and dropping the “for Lutherans” from their name. The need for Thrivent to work with Capsule? We were hired to help them identify this new position in the marketplace. They needed a partner to explore their potential and help ease them into this change by removing a great deal of unknown and uncertainty.


The new logo includes a heart, which represents caring and generosity. The cross symbolizes faith, and the path-like arc of the cross represents a journey through life toward financial security, connecting faith and finances for good.



Our process included an extensive interviews with executive leadership, marketing staff, members, field representatives and clients along with review of years of existing primary research. With this background information and insight, we began ideation around messaging and a refreshed mark and tagline. The initial design concepts were shared with executive leadership and tested nationally in participatory focus groups.


The results from testing indicated they should have tremendous confidence in the new visual language and tagline. They also heard a strong latent demand for their coverage community of the broader Christian community.


Thrivent Financial unveiled their new identity in March 2014. The rebrand served as a way to express the growth, the recent coverage expansion and changes made in their daily operations. Both internal and external reviews have indicated a resounding successful signal of the new Thrivent Financial.