The Challenge

Retikal designs and implements configurable software solutions for enterprise finance professionals - taking tedious, manual processes and turns them into rich, fully-integrated web applications.

Retikal was founded by two former finance professionals who decided to change the way FP&A departments managed their work by providing design-centric software solutions for their customers’ biggest pain points. “Design-centric” and “finance departments” don’t typically get used in the same sentence, but Retikal wanted to change that, so they came to Tallwave.

The company sought strong messaging to utilize in a variety of mediums to help them convey this unique approach, their personality, and to “look bigger than they are”.


Tallwave developed brand messaging that focused on clarity, value, and professionalism...without losing personality. This work included coordinating internal and external audits as well as externally-focused testing of the messaging.

Committing to user testing ensured the success of the messaging by ensuring the company’s brand strategy, vision, and values were resonating with the market.


The branding and positioning has been implemented across various mediums, web and print, articulating their unique point-of-view in the industry and enabling the company to command attention inside large enterprise customers. This has allowed the Retikal team to quickly influence market perceptions and drive growth.