Factor

Making numbers sexy

Year
2024

Client
Factor

Service:
Brand Strategy | Naming | Visual Identity Refresh | Website Design

Three window posters advertising financial management services. The left poster is green with text about financial management for creative professionals, a compass, and stacks of coins. The middle poster shows three women reading and discussing, with the word "Fact" written across. The right poster is pink with the phrase "Holistic Financial Insight," featuring a hand making an OK gesture, a hot air balloon, a paper airplane, and stacks of money.

The Challenge

Siyo was operating under 2 identities: Zero Tolerance Coffee & Cafe and Siyo Cacao.

Internally, this created confusion.

Externally, it diluted trust.

Despite offering a high-quality, high-value product, the brand didn’t look or feel like who they truly were.

As the team put it:

“We had a high-quality product wearing a bathrobe and fuzzy slippers, looking for bud light at the gas station.”

The deeper issue?
An identity crisis.

Their Cherokee roots, veteran ownership, and bold attitude weren’t showing up consistently across all their touchpoints.

A laptop with a website on the screen that says "Empowering Creative Minds with Clear Financial Strategies" and a colorful brochure floating above it that discusses overcoming financial overwhelm and discovering financial strategies.

Our Approach — The Nuevo Method

We began by helping Siyo make a brave (and necessary) decision: one brand, one system, one clear story.

Our work focused on:

  • Brand consolidation
    Folding Zero Tolerance and Siyo Cacao into a single, unified Siyo brand

  • Strategic repositioning
    Retaining the bold, no-nonsense attitude of Zero Tolerance while grounding it in the lore and storytelling traditions of Cherokee culture

  • Cultural respect + functionality
    Honoring existing Cherokee artwork while designing a system that worked in the real world (packaging costs, production realities, day-to-day use)

  • System thinking
    Creating clear building blocks the internal team could confidently follow

This was about revealing who Siyo already was and giving them tools to show up consistently.

A contrasting collage with a purple background on the left featuring a compass, stacked coins, and a rising line graph. The right side has a gray background with a torn dollar bill jar, floating hundred-dollar bills, and a distressed person sitting with head in hands, highlighted with colorful outlines.

The Risk

If left unresolved, the brand faced growing customer confusion, pricing resistance, and internal fatigue from managing multiple disconnected systems.

Pink tote bag with the word 'Factor' written in purple script and an arrow, placed outdoors on dirt ground with a wooden fence background.
Group of four women celebrating with colorful outfits, some wearing hard hats, and money flying around, with a green banner at the bottom that says 'Your Financial Navigator'.

The Result

Siyo emerged with:

  • One cohesive brand system

  • Streamlined packaging across coffee and cacao

  • A visual identity that feels serious but cheeky, tribal yet elegant

  • Packaging that customers instantly connect with and trust

The rollout was a success!
Coffee packaging launched smoothly. Holiday chocolate boxes followed—and sold quickly. Even pricing friction disappeared.

“People don’t question the pricing anymore. It matches the quality.”

Most importantly, the team now has clarity, confidence, and a system that supports growth instead of slowing it down.

Collection of colorful stationery items including a white card with a question mark and green text "More money, less problems," a pink card with the word "Factor," a green and blue box labeled "Factor," a small green folder with a logo, and two white sticks, all arranged on a bright green background and wooden slatted surface.
Digital illustration of a laptop with colorful presentation slides floating above it on a purple background.
Colored graphic featuring a calendar, graph, calculator, dollar bills, and cash, with the text "More money, less problems".
A woman holding cash bills in front of her face, with an overlay text that says 'Factor' with an upward arrow, and a subtitle that reads 'More money, less problems'.

“Nuevo CARES.
They honored our identity, our needs, and our pain points with compassion and integrity.”

— Maura Baker