For 116 years, our client’s storytelling focused on themselves, making it hard for audiences to feel valued. They needed to shift their tone and appearance to connect with people on the street and stand apart by living their core values—knowledge and freedom. The challenge was to rebrand a 116-year-old financial company with a fresh identity that balances credibility with a more human, conversational tone. The goal was to naturally convey how their consultants offer unbiased, commission-free advice, setting them apart without explicitly stating it.
We reimagined the client’s brand by shifting the focus from their legacy to their audience, creating a more human-centered narrative. Through a blend of witty, conversational copy and a refreshed visual identity, we emphasized their core values of knowledge and freedom. The new brand voice conveys warmth and credibility while subtly highlighting the unique advantage of commission-free financial advice. This approach allowed the client to connect authentically with their audience, enhancing both trust and relatability, while maintaining the prestige of their 116-year history.
Brand, Identity, Digital, Environmental, Print, Marketing
Collaborated with the internal A.G. Edwards creative team to meet their communication needs.
Led the design, layout, and sequencing of all communication materials except magazine ad.
Established creative strategy for moving creative development forward.
Created the brand's logo identity.
Curated and selected font library.
Establisheded accent color palettes to align with brand identity.
Oversaw and managed all creative reviews to ensure alignment with brand goals.
Executed revisions and refinements, ensuring project completion and quality.
Directed Illustrator to produce key brand visuals.
Identified locations for on-campus branded communications.
Designed and executed brand-coordinated key entrance.
Worked with Print Manager on press checks, ensuring brand standards.
David is an extraordinary designer. We collaborated on brands like Formica and American Standard, but his standout work was the new mark and branding for A.G. Edwards. The “wing-and-flame” logo propelled the company to success. David’s designs blend beauty and strategic power, and he always delivers. Responsible, conscientious, and trustworthy, his unique talent is invaluable.
