Client /
Northwell
Northwell is a spec project, a concept brand for a financial planning firm serving entrepreneurs, professionals, and high net worth clients. The premise: a wealth manager built on the belief that wealth should be measured by wellbeing, not just numbers.
We designed the full identity and website around that idea, exploring what it looks like when a financial brand puts a human first philosophy at the center of how it looks, sounds, and feels.
Industry /
Services /
THE CHALLENGE /
Wealth management is an industry full of sameness. Most firms compete on returns and credentials, and their brands follow suit: safe, corporate, and interchangeable. The brief we set ourselves was to design a firm that competes on something else entirely, purpose, happiness, and living life on your terms, with financial coaching treated as seriously as portfolio management.
The tension is what makes it interesting. The identity needed to feel warm and human without losing the credibility and trust that high net worth clients expect from the people managing their money.
THE SOLUTION /
We built the identity around that tension: serious about money, human about life. The visual language pairs the confidence and structure of a financial institution with warmth, personality, and an editorial sensibility that feels closer to a lifestyle brand than a wealth manager. Every choice, from typography to color to tone, signals a firm that talks about your life first and your portfolio second.
The homepage follows the same principle. Instead of leading with products and credentials, the experience opens with a question: what do you want out of life? Services are framed around life stages and goals rather than financial jargon, and proof points support the story instead of being the story. The result is a brand that looks the way it thinks.
