A.G.Edwards

Financial B2C Corporate Identity

Creative Strategy / Identity Design

Having gone 116 years without a significant positioning strategy, A.G. Edwards came to us seeking a complete brand rebuild. Our directives were clear: build a modern platform that honors their legacy and redefines the firm for a more competitive, client-centered future.

Creative Strategy

Competitve Audit

We rebuilt A.G. Edwards from the ground up, using research to shift the narrative from heritage to human connection and define a brand rooted in knowledge, freedom, and trust. Our competitive audit revealed an opportunity to lead with clarity and confidence—supported by a commission-free model that puts client needs first.

Identity Design

Logo Development

Intitial Exploration

Our identity work began by exploring symbols that captured A.G. Edwards’ defining traits: freedom and knowledge.

Refined Exploration

Through sketches and digital studies, knowledge and freedom evolved into two forms—a wing representing consultants’ entrepreneurial spirit, and a flame representing the firm’s dedication to knowledge and integrity.

Brand Icon

We then combined these elements into the Wing-and-Flame mark, ensuring they were visually and conceptually inseparable.

Primary Logo

The font was chosen for its refined, elegant appearance, with stroke weights that closely align with the Wing-and-Flame mark, creating a cohesive and balanced mark.

Monogram Design

The monogram modernizes the A.G. Edwards mark by balancing authority and approachability, creating a flexible symbol that feels confident, human, and contemporary.

Lockups

The lockup system establishes consistency and clarity across applications, allowing the brand to adapt seamlessly while maintaining recognition and trust.

Subsidiaries

The subsidiary brand system extends the core identity with flexibility, enabling distinct offerings to express individuality while remaining clearly connected to the parent brand.

Copy Tone

In an industry defined by cold, transactional messaging, writer Tom Camp brings conversational wit that felt refreshingly human. His voice speaks to people like people—clear, approachable, and grounded in trust rather than jargon.

Graphic Foundation

Our graphic foundation establishes a cohesive visual system built around A.G. Edwards’ core brand values. This includes a refined palette of primary and accent colors, a purposeful typographic hierarchy, and a suite of gradients that add depth and modernity across applications. At the center of the system is our custom fingerprint “Consultant & Client” graphic—created exclusively for A.G. Edwards to symbolize the human, trust-driven relationships their consultants build with every client.