Carnegie Investment
Counsel
Brand Identity | Brand Development
Carnegie Investment Counsel—a fiduciary investment firm beholden only to their clients’ best interests, were tired of watching people get taken advantage of by preditory investment firms and unsound advice.
So we looked to refresh their brand to let clients know that Carnegie is not only about providing financial security, but also affording them the opportunity to enjoy their life to the fullest knowing that what they worked so hard to build is in good hands.
Simple & Straightforward
To tackle the goal of positioning Carnegie as a premium and reliable financial partner, we started at the basics by updating their existing logo to improved legibility and flexibility but retained the familiar feeling of the old mark. The previous mark’s elaborate C was elevated to a brand element and complimented by updated brand colors and a new typography system to form the basis of a familiar yet more appealing brand experience.
Alongside updated elements, a new photography system emerged. Designated by an ownable texture and complimented by color overlays, the new photography injects the new spirit of freedom from financial burden into the brand. Subject matter focuses on people enjoying their lives to the fullest, set free by the peace of mind Carnegie provides.
Further departing from the cliches of the financial category, we developed a brand voice which is at once direct and provocative encouraging people to audit their current financial planning while positioning Carnegie as a trusted partner. A typographic system was developed to compliment the voice with shifts into italics, type size shifts, and subhead use to increase the effectiveness of the clever lines.
Invest With Intention
As a basis for the new brand, we updated the logo across the board and developed a host of social and OOH elements. These were designed to reach a broad audience and communicate the elevated values of the brand through sophisticated motion graphics and updated graphic elements.
Carnegie’s premium approach to investment advice lent itself to the development of a significant number of print pieces. These were intended as a more personalized approach to educate clients and provide an elevated experience across the brand. A full embrace of the new brand standards lead to the development of several lifestyle pieces including company clothing, and even an in-office work of art.
