USA Gold are an education & investment platform for physical gold. After half a century of success, they wanted to attract the next generation of gold investors. Partnering with Never Settle, we performed a full brand analysis, rebrand & built a new website with live data integration.
Their branding and website were decades out of date. This made attracting the next generation of investors difficult as they weren't buying into the USA Gold brand.
After a deep dive into the brand, competitors and market, Never Settle created a full rebrand package as well as a new website that reflected their new direction.
A fresh, modern brand without losing trust. Full migration of content from their existing website to preserve SEO, along with custom integrations of live pricing.
With crypto being the investment of choice for a lot of younger people, USA Gold wanted to communicate that gold had historically been one of the safest investments and one that is still popular. The challenge was to attract this new audience without losing trust with those who had trusted USA Gold for decades. Never Settle conduced deep brand analysis, competitor analysis and built an understanding of the current marketplace to assess how other brands had presented themselves and their overall success. This helped inform the direction we would take USA Gold.
It was important to convey several things with the new rebrand. The first is how protection and security of gold as an investment - This was depicted as the overall 'shield' shape of the new logo. Next was how USA Gold serve US residents, which brought in the inclusion of the US flag. Next was the theme of investments, which is commonly displayed as the bear and bull. Combining all these elements created the new USA Gold and inspired the wider brand image.
The purpose of the new USA Gold website was to be an educator that also offered investments. With thousands of pages of content, Never Settle migrated everything to ensure the SEO that had been built over decades was not lost. Never Settle also introduced improvements and additional functionality in the form of easier content management as well as live pricing from external sources.
