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What’s with the rocks?


May 20, 2016

One of the most common ice breakers or conversation starters for FreeBalance at an event or conference is “do you guys make shoes”? We’ve had some fun with that over the years and we thank New Balance for helping us kick off many, many great conversations. The second question we typically get is “what’s with the rocks”.

Well, there’s a lot to the rocks.

The FreeBalance brand is based on the universal symbolism of manipulated stones as a sign of building towards prosperity. It draws inspiration from the great monuments of the world which have always symbolized the pride and accomplishments of civilizations.

Practically every civilization on Earth has used stones to build structures for ceremonial and practical purposes at some point in their history. From the megaliths of ancient Europe to the pyramids of Egypt, the great temples of Cambodia, the Inukshuks of the Arctic, the lost city of Machu Picchu in Peru, the walls of Zimbabwe, to the giant stone money of Yap. Everyone recognizes the solidity and usefulness of stones as tools of progress and symbols of power.

Even today, in modern survival training, castaways are taught to arrange piles or shapes of stones to show rescuers where they have been, and where they are going. Manipulated stones are the lasting stamp that humans make on the world.

We believe that arrangements of a variety of smooth stones, piled in well-balanced, stable, sculptural forms, are a perfect symbol for FreeBalance’s brand and products. They symbolize the ambitions of both developed and developing countries to build better nations through open and transparent public financial management.

That’s what’s with the rocks.


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Matthew Olivier

Matthew Olivier

Vice President, Marketing at FreeBalance
Matthew is responsible for providing strategic marketing, communication, and business development direction for FreeBalance products, solutions and services. Matthew leads marketing and business development activities to support FreeBalance growth and brand awareness in the GRP market.

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