Case study: RetIRAbility

Title: RetIRAbility
Project: One-word rollover IRA concept
Design: In-house
Client: DWS Investments
Service: Concept, rationale

RetIRAability is a word that I invented for DWS Investments to communicate a complex thought: a rollover IRA has the potential to strengthen an investor’s abilty to retire. The word “IRA” is embedded in the larger word and is usually formatted in a contrasting color, case or font.

The word has been trademarked and in continuous use for nearly 20 years.

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