Envisioning a scalable brand for a firm built by advisors, for advisors
Year
©2020
Client
NewEdge Advisors
Overview
NewEdge Advisors is part of NewEdge Capital Group, a leading provider of best-in-class, technology enabled solutions for Financial Advisors with 350+ advisors and servicing $60 billion in Brokerage and Advisory assets. With significant investment and a strong partnership, NewEdge was well positioned to succeed. However, they needed a system to ensure consistency and manage assets across their network of professional advisors.
Outpost revitalized NewEdge Advisors visual identity and established a flexible design system to maintain visual consistency and grow brand equity. The design language needed to be dynamic, sophisticated, and scalable to meet the individual branding and marketing goals of their members and position NewEdge Advisors for their next phase of growth.
A flexible framework
Our solution was a design system of marks and monograms, minimal in nature and unique to individual styles. A modular system with dozens of templates was developed for creating the digital and print materials. This allows members to choose from a variety of options and still adhere to the brand aesthetics.
To add dynamism, scale, and structure to our design, we created a series of assets and geometric patterns derived from the logomark motif. The new identity has been carefully designed to serve both small and large advisory firms.
A digital guide to independence
We designed a website focused on the advisor and their journey to independence. We combined clever copywriting with an interactive presentation to tell a cohesive and compelling story from the advisor perspective, explaining the benefits of being an independent advisor.
